La influencia de los valores saludables y medioambientales sobre la satisfacción del restaurador en los restaurantes ecológicos: un análisis descriptivo en España



Publicado 16-12-2019
Luis Manuel Cerdá Suárez Rafael Robina Ramírez Pedro Ramiro Palos Sánchez


Como consecuencia de la creciente importancia de los alimentos ecológicos en varios países, existen estudios teóricos y empíricos centrados en analizar si son los valores saludables, o más bien las actitudes ambientales en restaurantes ecológicos, los factores más influyentes en su satisfacción del restaurador. Sin embargo, es muy importante diferenciar el impacto de estos factores, para mejorar la satisfacción de estos en la promoción de sus restaurantes.La mayor parte de los estudios sobre restaurantes ecológicos están referidos desde la perspectiva de los consumidores. Con un enfoque diferente, este trabajo se relaciona con la promoción y diferenciación y, en particular, la satisfacción de sus restauradores o gerentes. En el marco de un proyecto de investigación realizado en España, en este trabajo investigamos cómo las actitudes de los gerentes de restaurantes influyen en las decisiones de promover los alimentos ecológicos. A partir de una amplia representación espacial de naturaleza transversal, y con un cuestionario como instrumento de obtención de información, en este artículo se ilustra cómo gestionar la promoción de los restaurantes ecológicos en España, y se discuten las implicaciones de estos hallazgos. La principal contribución de este trabajo consiste en facilitar la promoción del consumo en los restaurantes ecológicos, resaltando los atributos en que fundamentar su propuesta de valor.

Cómo citar

Cerdá Suárez, L. M., Robina Ramírez, R., & Palos Sánchez, P. R. (2019). La influencia de los valores saludables y medioambientales sobre la satisfacción del restaurador en los restaurantes ecológicos: un análisis descriptivo en España. Cuadernos De Gestión, 18(2), 15–36.
Abstract 184 | PDF (English) Downloads 118



Valor saludable, alimentación ecológica, gestión del restaurante, restaurador, diferenciación, mercado español

Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J. and Huylenbroeck, J., 2011. The influence of subjective and objective knowledge on attitude motivations and consumption of organic food. British Food Journal Bingley, 113(11), 1353-1378.
Ajzen, I. and Fishbein, M., 1975. Belief attitude intention and behavior: an introduction to theory and research. Reading, MA: Addison-Wesley.
Ajzen, I. and Fishbein, M., 2005. The influence of attitudes on behaviour. In: Albarracín, D., Johnson, B. T and Zanna, M. P. (eds.): The handbook of attitudes, 173-221, Mahwah, NJ: Erlbaum.
Anenberg, E. and Kung, E., 2015. Information technology and product variety in the city: The case of food trucks. Journal of Urban Economics, 90, November, 60-78.
Baron, R.M. and Kenny, D.A., 1986. The moderator–mediator distinction in social psychological research. Journal of Personality Social Psychology, 51(6), 1173–1182.
Bauer, H. H., Heinrich, D. and Schäfer, D. B., 2013. The effects of organic labels on global local and private brands. More hype than substance? Journal of Business Research, 66, 1035–1043: http://dxdoiorg/101016/jjbusres201112028
Boyne, S. and Hal, D., 2004. Place promotion through food and tourism: Rural branding and the role of websites. Place Branding, 1(1), 80-92.
Bryła, P., 2016. Organic food consumption in Poland: Motives and barriers. Appetite, 105, 737-746.
Cambourne, B.and Macionis, N., 2003. Linking food wine and tourism: The case of the Australian capital region. In: C. M., Hall, L., Sharples, R., Mitchell, N., Macionis and B., Cambourne (eds). Food Tourism Around the World: Development Management and MarketsBoston. MA: Butterworth-Heinemann, 268-284.
Camillo, A., Kim, W. G., Moreo, P. J. and Ryan, B., 2010. A model of historical development and future trends of Italian cuisine in America. International Journal of Hospitality Management, 29(4), 549-558.
Campbell, J. and DiPietro, R., 2014. Sign of the times: Testing consumer response to local food signage within a casual dining restaurant. Journal of Retailing and Consumer Services, 21, 812–823.
Carpenter, T. and Reimer, J., 2005. Unethical and fraudulent financial reporting: applying the theory of planned behavior. Journal of Business Ethics, 60, 115–129.
Cerdá, L. M. and Robina, R., 2015a. ¿Todos comemos lo mismo? Un estudio exploratorio sobre la propuesta de valor de la restauración ecológica en España. In: Fraiz, J. A. (ed.): XXV Jornadas Hispano-Lusas de Gestión Científica, Universidad de Vigo, Ourense (España). February, 1-11.
Cerdá, L. M. and Robina, R., 2015b. ‘Eco-restauarantes: negocios con mensaje. Revista Ae Agricultura y ganadería ecológica, 20, Summer, 40-42.
Chen, J. and Gursoy, D., 2001. An investigation of tourists’ destination loyalty and preferences. International Journal of Contemporary Hospitality Management, 13, 79–85.
Chen, M.-F., 2009. Attitude toward organic foods among Taiwanese as related to health consciousness environmental attitudes and the mediating effects of a healthy lifestyle. British Food Journal, 111, 165–178.
Chryssohoidis, G. M. and Krustallis, A., 2005. Organic consumer’s personal values research: testing and validating the list of values (LOV) scale and implementing a value based segmentation task. Food Quality and Preference, 16(7), October, 585-599.
Chuck, C., Fernandes, S. A., and Hyers, L., 2016. Awakening to the politics of food: Politicized diet as social identity. Appetite, 107, December, 425-436 (first online).
Cordano, M. and Frieze, I., 2000. Pollution reduction preferences of US environmental managers: applying Ajzen’s theory of planned behaviour. Academy of Management Journal, 43, 627–641.
Cuperschmid, N. R. and Tavares, M. C., 2002. Attitudes towards the environment and its influence in the process of buying food. Rhyme - Interdisciplinary Journal of Marketing, 1(3), September-December, 5-14.
Daunfeldt, S. and Rudholm, N., 2014. Does shelf-labeling of organic foods increase sales? Results from a natural experiment. Journal of Retailing and Consumer Services, 21, 804–811.
Davies, A., Titterington, A. J. and Cochrane, C., 1995. Who buys organic food? A profile of the purchasers of organic food in Northern Ireland. British Food Journal, 97, 17–23.
De Magistris, T. and Gracia, A., 2008. The decision to buy organic food products in Southern Italy. British Food Journal, 110, 929–947.
FEHR, 2012. Los sectores de la hostelería en 2012. Madrid: FEHR.
Gagić, S., Erdeji, I., Mikšić, D. and Petrović, M. D., 2015. New Trends in Restaurant Industry: Serving Locally Produced and Organic Food. KNOWLEDGE – International Journal Scientific and Applicative Papers, 8(1), 176-181.
Goetzke, B., Nitzko, S. and Spiller, A., 2014. Consumption of organic and functional food. A matter of well-being and health? Appetite. 77, 94–103.
Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C., 1998. Multivariate Data Analysis. NJ: Ed Englewood Cliffs, Prentice-Hall.
Harper, G. C. and Makatouni, A., 2002. Consumer perception of organic food production and farm animal welfare. British Food Journal, 104, 287–299.
Harris, K., Hanks, L., Line, N. and McGinley, S., 2017. Understanding responses to posted restaurant food safety scores: An information processing and regulatory focus perspective. International Journal of Hospitality Management, 60, January, 67–76 (first online).
Hoek, A. C., Pearson, D., James, S. W., Lawrence, M. A. and Friel, S., 2017. Shrinking the food-print: A qualitative study into consumer perceptions experiences and attitudes towards healthy and environmentally friendly food behaviours. Appetite, 108, January, 117-131 (first online).
Hsieh, M.-F. and Stiegert, K. W., 2011. Store format choice in organic food consumption. Journal of Agricultural and Applied Economics. College Station, 92(2), 307-313.
Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J. and Stanton, J., 2007. Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6, 1-17.
Hutchins, R. K. and Greenhalgh, L. A., 1997. Organic confusion: sustaining competitive advantage. British Food Journal, 99(9), 336–338.
IFOAM, 2013. International Federation of Organic Agriculture Movements. Available online: http://ifoamorg/public/Press_Release_IFOAM_FiBL_final_ENpdf [accessed 11.12.2013].
Instituto Cajamar, 2008. El Mercado de los productos ecológicos. Tarragona: Proyecto Vida.
Jacob, C. and Guéguen, N., 2015. Does the geographic proximity of products influence a consumer’s decision? An evaluation in a restaurant. Research Notes and Reports / Annals of Tourism Research, 52, May, 161–179.
Jeong, M. and Lambert, C., 2001. Adaptation of an information quality framework to measure customers’ behavioural intentions to use lodging web sites. International Journal of Hospitality Management. 20, 129–146.
Kang, J., Junb, J. and Arendt, S., 2015. Understanding customers’ healthy food choices at casual dining restaurants: Using the Value–Attitude–Behavior model. International Journal of Hospitality Management, 48, May, 12–21.
Kim, H. Y. and Chung, J.-E., 2011. Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.
Kim, W. and Kim, D., 2004. Factors affecting online hotel reservation intention between online and non-online customers. International Journal of Hospitality Management, 23, 381–395.
Kwok, L., Huang, Y.-K. and Hu, L., 2016. Green attributes of restaurants: What really matters to consumers? International Journal of Hospitality Management, 55, May, 107–117.
Lai, W. T., and C. F. Chen, 2011. Behavioral intentions of public transit passengers-The roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18 (2), 318-325.
Lea, E. and Worsley, T., 2005. Australians’ organic food beliefs demographics and values. British Food Journal. 107, 855–869.
Lee, J., Hsu, L., Han, H. and Kim, Y. (2010). Understanding how consumers view green hotels: how a hotel’s green image can influence behavioural intentions. Journal of Sustainable Tourism, 18 (7), 901–914.
Lin, H. and Lee, G., 2006. Effects of socio-technical factors on organizational intention to encourage knowledge sharing. Management Decision. Vol. 44, pp. 74–88.
Lockie, S., Lyons, K., Lawrence, G. and Mummery, K., 2002. Eating green: motivations behind organic food consumption in Australia. Sociologia Ruralis, 42(1), 23–40.
Magnusson, M. K., Arvola, A., Hursti, U., Aberg, L. and Sjoden, P., 2003. Choice of organic food is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite, 40, 109–117.
Mallinson, L. J., Russell, J. M. and Barker, M. E., 2016. Attitudes and behaviour towards convenience food and food waste in the United Kingdom’ Appetite, 103, August, 17-28.
Manaktola, K. and Jauhari, V., 2007. Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19, 364–377.
Marketzki, A. and Tuckermanty, E., 2007. Community food projects and food system sustainability. In: Hinrichs, C. C. and Lyson, T. (eds.): Remaking the North American Food System: Strategies for Sustainability. University of Nebraska Press, Lincoln, N. E., 332–344.
Martinez, S., Hand, M., DaPra, M., Pollack, S., Ralston, K., Smith, T., Vogel, S., Clark, S., Lohr, L., Low, S. and Newman, C., 2010. Local Food Systems: Concepts, Impacts, and Issues. United States Department of Agriculture Economic Research Service, ERR97. Available from: [accessed 08.30.13].
Mikkelsen, B. E., 1993. Organic foods in catering. Nutrition and Food Science, 3, 24-26.
Ministerio de Agricultura Alimentación y Medio Ambiente, MAGRAMA, 2014a. Datos de consumo alimentario en España 2013. http://wwwmagramagobes/es/alimentacion/temas/consumo-y-comercializacion-y-distribucion-alimentaria/PRESENTACION_DATOS_CONSUMO_2013_tcm7-321988pdf [accessed 09-11-2014].
Ministerio de Agricultura Alimentación y Medio Ambiente, MAGRAMA, 2014b. La alimentación mes a mes http://wwwmagramagobes/es/alimentacion/temas/consumo-y-comercializacion-y-distribucion alimentaria/PRESENTACION_DATOS_CONSUMO_2013_tcm7-321988pdf [accessed 09-11-2014].
Mondelaers, K., Verbeke, W. and van Huylenbroeck, G., 2009. Importance of health and environment as quality traits in the buying decision of organic products. British Food Journal, 111, 1120–1139.
Morris, M. G., Venkatesh, V. and Ackerman, P. L., 2005. Gender and age differences in employee decisions about new technology: an extension to the theory of planned behavior. IEEE Transactions on Engineering Management, 52, 69–84.
Murphy, J. and Smith, S., 2009. Chefs and suppliers: An exploratory look at supply chain issues in an upscale restaurant alliance. International Journal of Hospitality Management, 28, 212–220.
Namkung, Y., and Jang, S., 2007. Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality and Tourism Research, 31 (3), 387–410.
O’Fallon, M., Gursoy, D. and Swanger, N., 2007. To buy or not to buy: impact of labeling on purchasing intentions of genetically modified foods. International Journal of Hospitality Management, 26, 117–130.
OTA, Organic Trade Association, 2013. Organic industry survey in 2013. Available online: http://wwwotacom [accessed 11-25-2014].
Ozdemir, B., Caliskan, O., 2014. A review of literature on restaurant menus: specifying the managerial issues. International Journal of Gastronomy and Food Science, 2 (1), 3-13.
Pino, G., Peluso, A. M. and Guido, G., 2012. Determinants of regular and occasional consumers’ intentions to buy organic food. The Journal of Consumer Affairs, 46(1), 157- 169.
Poulston, J., Yau Kwong, K. and Yiu, A., 2011. Profit or principles: Why do restaurants serve organic food? International Journal of Hospitality Management, 30(1), March, 184–191.
Prada, M., Garrido, M. V. and Rodrigues, D., 2017. Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food. Appetite, 114, 175-186.
Price, S., Hartwell, H., Hemingway, A. and Chapleo, C., 2016. Workplace foodservice; perception of quality and trust. Appetite, 97, February, 169-175.
Price, S., Viglia, G., Hartwell, H., et al., 2016. What are we eating? Consumer information requirement within a workplace canteen. Food Quality and Preference, 53, 39-46.
Quintal, V. A., Lee, J. A. and Soutar, G. N., 2010. Risk uncertainty and the theory of planned behavior: a tourism example. Tourism Management, 31(6), 797–805.
Raab, C., Mayer, K., Kim, Y.-S. and Shoemaker, S., 2009. Price-sensitivity measurement: a tool for restaurant menu pricing. Journal of Hospitality & Tourism Research, 33 (1), 93-105.
Raab, C. and Mayer, K., 2007. Menu engineering and activity-based costing e can they work together in a restaurant? International Journal of Contemporary Hospitality Management, 19(1), 43-52.
Rivera, J., 2007. Re-evaluating green marketing strategy: A stakeholder perspective. European Journal of Marketing, 41 (11/12), 13-28.
Roberts, K. R., Barrett, B. B., Howells, A. D., Shanklin, C. W., Pilling, V. K. and Brannon, L. A., 2008. Food safety training and foodservice employees’ knowledge and behavior. Food Protection Trends, 28, 252–260.
Robina, R., Cerdá, L. M. and Equipo Técnico SEAE, 2015. Estudio de la situación actual y perspectivas de la restauración ecológica en España. Catarroja: SEAE.
Schleenbecker, R. and Hamm, U., 2013. Consumers’ perception of organic product characteristics. A review. Appetite, 71, 420–429.
Sharma, A., Moon, J., Strohbehn, C., 2014. Restaurant’s decision to purchase local foods: Influence of value chain activities. International Journal of Hospitality Management, 39, 130–143.
Shepperd, R., Magnusson, M. and Sjöden, P-O., 2005. Determinants of consumer behavior related to organic foods. Ambio, 34(4-5), 352-359.
Sirieix, L., Kledal, P. R. and Sulitang, T., 2011. Organic food consumers’ trade-offs between local or imported, conventional or organic products: A qualitative study in Shanghai. International Journal of Consumer Studies, 35(6), 670–678.
Smith, T. A., Lin, B-H. and Huang, C. L., 2009. Growth and development in the US retail organic food sector. Sustainability, 1, September, 573-591.
Sundbo, J., 2016. Food scenarios 2025: Drivers of change between global and regional. Futures, 83, October, 75–87.
Tarkiainen, A. and Sundqvist, S., 2005. Subjective norms attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822.
Thøgersen, J., 2017. Sustainable food consumption in the nexus between national context and private lifestyle: A multi-level study. Food Quality and Preference, 55, January, 16–25 (first online).
Torjusen, H., Lieblein, G., Wandel, M. and Francis, C. A., 2001. Food system orientation and quality perception among consumers and producers of organic food in Hedmark County Norway. Food Quality and Preference, 12, 207–216.
Vega, C. and Ubbink, J., 2008. Molecular gastronomy: a food fad or science supporting innovative cuisine? Trends in food Science & technology, 19(7), 372-382.
Vittersø, G. and Tangeland, T., 2015. The role of consumers in transitions towards sustainable food consumption. The case of organic food in Norway. Journal of Cleaner Production, 92, 91-99.
Willer, H., Lernoud, J. and Kilcher, L., 2013. The World of Organic Agriculture Statistics and Emerging Trends 2013 Research Institute of Organic Agriculture (FiBL) Bonn: Frickand International Federation of Organic Agriculture Movement (IFOAM).
Yim, E.S., Lee, S. and Kim, W.G., 2014. Determinants of a restaurant average meal price: an application of the hedonic pricing model. International Journal of Hospitality Management, 39, 11-20.
Zakowska-Biemans, S., 2011. Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122-137.
Zanoli, R., Bähr, M., Borschen, M., Laberenz, H., Naspetti, S. and Thelen, E., 2004. The European consumer and Organic Food Organic Marketing Initiatives and Rural Development, IV (175), School of Management & Business: The University of Wales Aberystwyth.