by Glenn Hasek
November 22, 2011 04:29
Green surveys have consistently shown that travelers are not willing to pay more to stay in a green hotel. Are they, however, willing to pay more for sustainable cuisine in a restaurant? According to a recent Mintel report that included 1,906 respondents 18 years and above, just more than half (57 percent)of respondents are willing to pay more for local and sustainable fare. The majority of those, however, are only willing to pay from 1 percent to 5 percent more. When deciding where to eat, 74 percent of patrons based their decision on menu selection followed by pricing and convenient location at 69 percent and 67 percent, respectively. Local/organic ingredients and sustainable ingredients lagged severely behind with only 7 percent of people saying that drove them to a restaurant.
Going green and using local ingredients aren’t the only issues restaurants are facing today. For corporate social responsibility nitiatives, patrons place the greatest importance on living wages. When Mintel respondents were asked to rate their top three CSR initiatives they named living wages, local ingredients and company-provided medical insurance.
Which part of the United States is the greenest when it comes to choosing sustainable cuisine? According to Mintel, the West is best. The West has traditionally been a hotbed for healthier lifestyles and related culinary trends. Although still a small percentage of patrons are impacted, local or organic ingredients are particularly of interest to those living in Western states (11 percent versus 7 percent of the Northwest and only 4 percent of the Midwest).
Women were more likely than men to pay attention to a restaurant’s green and sustainable practices, especially on the menu, the report found. However, consumers define “green and sustainable” practices differently. Just over 50 percent said using reusable/compostable packaging fit the definition, and 40 percent said use of organic ingredients, followed by energy-saving initiatives/LEED certification, 37 percent; use of local ingredients, 37 percent; and having a low-carbon footprint, 35 percent.
