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<p>This paper presents research conducted in the United Arab Emirates with the management of Bareburger, the chain of sustainable restaurants, as well as among its clients. In our project, we are interested in the relation between the offer of sustainability and the culture of conscious consumption. The opinions of industry experts and customers collected in an interview session are analyzed to derive the answer to the research questions. The research focuses on finding the possibility of changing the mindset and habits of consumers and creating an impact on consumer behavior by offering a responsible and sustainable nutrition model. An experiment was conducted to analyze the effect of sustainable restaurants on consumer culture in terms of cultivating healthy food habits. In our case study, we analyze Bareburger, a healthier fast-food chain that originated in the United States, which took the concept of sustainability to a completely new level, from ideation to implementation. Observing this process, we checked whether the unhealthy eating habits that we observe in the Middle East can be changed through the carefully composed model of a responsible restaurant.</p>
</abstract>

This paper presents research conducted in the United Arab Emirates with the management of Bareburger, the chain of sustainable restaurants, as well as among its clients. In our project, we are interested in the relation between the offer of sustainability and the culture of conscious consumption. The opinions of industry experts and customers collected in an interview session are analyzed to derive the answer to the research questions. The research focuses on finding the possibility of changing the mindset and habits of consumers and creating an impact on consumer behavior by offering a responsible and sustainable nutrition model. An experiment was conducted to analyze the effect of sustainable restaurants on consumer culture in terms of cultivating healthy food habits. In our case study, we analyze Bareburger, a healthier fast-food chain that originated in the United States, which took the concept of sustainability to a completely new level, from ideation to implementation. Observing this process, we checked whether the unhealthy eating habits that we observe in the Middle East can be changed through the carefully composed model of a responsible restaurant.

Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants

American University in the Emirates, graduating student of Marketing Specialization

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This paper presents research conducted in the United Arab Emirates with the management of Bareburger, the chain of sustainable restaurants, as well as among...

Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants

Published Online: Jul 05, 2021

Page range: 49 - 56

DOI: https://doi.org/10.2478/fman-2021-0004

Keywords
sustainable lifestyle, mindset, conscious consumption, organic, health-conscious consumers, sustainable marketing

© 2021 Marek Seretny et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants

Published Online: Jul 05, 2021

Page range: 49 - 56

DOI: https://doi.org/10.2478/fman-2021-0004

Keywordssustainable lifestyle, mindset, conscious consumption, organic, health-conscious consumers, sustainable marketing

© 2021 Marek Seretny et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
sustainable lifestyle, mindset, conscious consumption, organic, health-conscious consumers, sustainable marketing