Citation: Eren, R.; Uslu, A.; Aydın, A. The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul. Sustainability 2023, 15, 5798. https://doi.org/10.3390/ su15075798 Academic Editor: Ada Margarida Correia Nunes Da Rocha Received: 11 February 2023 Revised: 14 March 2023 Accepted: 22 March 2023 Published: 27 March 2023 Copyright: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). sustainability Article The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul Ramazan Eren 1 , Abdullah Uslu 1, * and Ayla Aydın 2 1 Department of Tourism Management, Manavgat Tourism Faculty, Akdeniz University, 07600 Antalya, Turkey 2 Department of Gastronomy and Culinary Arts, Faculty of Fine Arts, Tokat Gaziosmanpa¸ sa University, 60100 Tokat, Turkey * Correspondence: auslu@akdeniz.edu.tr Abstract: With the rise of environmental awareness, trends of avoiding food waste and reducing carbon emissions trends have generated green business opportunities for the food and beverage industry. In this industry, the competitive advantage provided by high service quality is an important factor. In this context, the effects of perceived service quality on green restaurants’ image and customers’ revisit intentions were investigated. Moreover, the effects of green restaurants’ image on revisit intention were discussed. The GRSERV scale was used to measure the service quality of green restaurants in ˙ Istanbul; a total of 356 questionnaires were collected. Partial least squares (PLS) path analysis showed that the perceived service quality by customers visiting green restaurant businesses has a positive impact on both green restaurant image and revisit intention. It has also been determined that green restaurant image has significant effects on revisit intention. Keywords: sustainable gastronomy; green restaurant; perceived service quality; GRSERV; green restaurant image; revisit intention 1. Introduction The last few decades have witnessed significant innovation in the food and beverage industry, both in terms of businesses and products. Many factors, such as the increase in the number of businesses and variety of products, the effect of new marketing skills, and changes in customer expectations, have also enabled the diversification of businesses. Restaurants may establish a positive green brand image by incorporating sustainable practices into their operations [1,2]. Within this context, it can be stated that green practices are of great importance for the restaurant industry, because such activities increase both economic and environmental sustainability [3], providing a great competitive advantage in this sector [4]. Thus, restaurant owners can use sustainability to improve the image of their businesses [5], and increase customer demand by creating differences between their products and those of their main competitors [6]. Accordingly, the purpose of study is to specify both consumers’ perceptions of the images of green restaurants in ˙ Istanbul, and the service quality. The study also aims to explore both the effects of these variables on revisit intention, and how quality of service effects a restaurant’s green image. In addition, the study discusses sustainable gastronomy practices in restaurants, looking at them from different perspectives. It Is known that customers’ perceptions of image and brand influence both their trust of a business and their revisit intention [7–9]. However, it is observed that there are limited previous studies on the images of green restaurants, and how image formation takes place [10,11]. For example, Shapoval et al. (2018) explain how restaurants use photographs of regional products and farmers, as well as regional furniture and regional products [11], to develop green images Similarly, Chen et al. (2015) have incorporated landscape gardening into the physical dimension of the Green Restaurant Service Quality scale [10]. Even though Sustainability 2023, 15, 5798. https://doi.org/10.3390/su15075798 https://www.mdpi.com/journal/sustainability