The role of green packaging in increasing customers' trust: Applied to cloud kitchens in Egypt

Document Type : Original Article

Authors

1 Department of Hotel Studies, Faculty of Tourism and Hotels, Mansoura University, Egypt

2 Department of Hotel Studies, High Pharaohs Institute of Tourism and Hotels, Egypt

Abstract

The world today is witnessing many future risks related to climate variables, and one of the most important methods followed by most of the countries of the world today is the application of so-called sustainability and green practices, as green practices mean that they are practices facing organizations to reduce their negative environmental impacts, preserve natural resources and reduce carbon emissions. The research addressed one of these green practices, known as green packaging applied to cloud kitchens and its impact on customer trust through designing and distributing an electronic questionnaire to a random sample of 402 customers who rely heavily on the delivery service. The study concluded that implementing sustainability in cloud kitchens will give customers confidence. In addition, it increases the customer’s confidence in the food delivery services provided by cloud kitchens if the packaging materials for the product are recyclable. Based on the results drawn, a set of recommendations was developed to overcome the obstacles that may face the application of green packaging in cloud kitchens as cloud kitchens customer knowledge and beliefs must be created by marketers in a way that makes customers more aware of green packaging and considers them to be reliable sources about the qualities of green products.

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