Almost half (43 percent) of diners say they would pay up to 10 percent more for a meal in a sustainable restaurant, according to new research from the Sustainable Restaurant Association (SRA).
The survey also found that more than half (56 percent) of diners would pay more for a meal if they knew the restaurant was investing in reducing its environmental impact and taking its social responsibility seriously.
The Discerning Diner: How consumers’ attitudes to eating out have become more sophisticated is based on the findings of consumer research by the SRA, which was supported by Unilever.