ISSN: 2222-6990
Open access
COVID-19 has changed the way businesses operate. The food and beverages sector, particularly restaurants, are badly affected by the pandemic. Customers are afraid, cautious and anxious to buy food and to dine out. Hence, it is essential for restaurant owners to design strategies that can gain customers’ trust, reduce their fear, minimise their feelings of insecurity, as well as make it more convenient for them to enjoy restaurant food. This paper aims to explore how restaurants adopt sustainability marketing mix in their business strategy, especially in the new norm. Six restaurant owners were interviewed via online platforms. The results of the interviews are presented as the 'business case' for sustainability marketing. The findings from this research can assist restaurant owners to understand sustainability marketing and use it as a business strategy.
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(Ahmad et al., 2024)
Ahmad, Z., Rahman, M. A., & Kadir, K. A. (2024). Sustainability Marketing as Restaurants’ Business Strategy in the New Norm. International Journal of Academic Research in Business and Social Sciences, 14(1), 2347–2357.
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