SUSTAINABILITY PRACTICES AND CONSUMER PERCEPTIONS IN KOTIPIZZA, MYYRMÄKI

Abstract

The thesis investigates the sustainability that Kotipizza Vantaa Myyrmäki implements and the extent to which customers consider these activities in their dining choices. In Finland, the restaurant business integrates sustainability to be one of the most prominent topics, as responsible food production and curbing food waste is in high demand. This study addresses this particular void through the study of a single restaurant and the examination of how such practices impact consumers’ attitudes and behaviours in terms of satisfaction and loyalty. The primary focus of this research is to determine the sustainability practices of the selected Kotipizza Myyrmäki and evaluate their influence on customers’ attitudes and behaviours. The research process was approached methodologically. The management of the restaurant was interviewed to understand the operational activities in the restaurant, and on-site observations allowed to analyse how sustainability was communicated to the customers. The findings show that consumers are partly aware that Kotipizza Myyrmäki promotes environmental protection, although the exact practical measures are not always known. The data suggests that Myyrmäki Kotipizza's customers are positively impressed by the sustainability initiatives. This provides justification for the company to expand messages about their sustainable initiatives and strengthen the importance of sustainability in their service model. Keywords: sustainability, consumer perceptions, restaurant industry, Kotipizza Myyrmäki, customer loyalty, environmental responsibility.