Abstract: With respect of the increasing environmental issues, there is a need for businessess from various industries including foodservice industry to make an attempt of being green. In Malaysia, green fast food restaurants is a growing niche. Being green is a strategy to differentiate one from other competitors in the industry. Being green also indicates positive response towards consumers demand for environmental friendly organizations. In foodservice industry however, green practices appear to be less adopted. Most literature on green practices investigates the subject matter from consumers rather than from organizations perspective. This study provides a conceptual framework on the adoption of the drivers of green practices for fast food restaurants with institutional theory as its underlying base. In this study, perceived internal (normative pressure) and external drivers (coercive pressure and mimetic pressure) are considered the drivers. Normative pressure is represented by two dimensions (pressure from employee and managers attributes), coercive pressure by two dimensions (regulatory pressure and customers pressure) whereas mimetic pressure by competitors pressure. The results from the findings are expected to give indications whether the internal and external factors are the drivers for the adoption of green practices for fast food restaurants in Malaysia.
Chai Har Lee, Nabsiah Abdul Wahid and Yen Nee Goh, 2013. Drivers of Green Practices Adoption: A Proposed Conceptual Framework. Research Journal of Applied Sciences, 8: 96-102.