From Green Marketing to Loyalty: Analyzing Generation Z Dining Experience at Paon Nirwana Restaurant, Jembrana, Bali

Abstract

The rapid growth of Bali's tourism industry necessitates innovative and sustainable culinary approaches, with “green dining” emerging as a key trend, particularly appealing to environmentally conscious Generation Z. However, a limited understanding of sustainability-based branding strategies among restaurant employees presents a challenge. This study aims to analyze the implementation of the green marketing mix (4Ps), explore the green dining experience, and examine the formation of customer loyalty at Paon Nirwana Restaurant. This study employed a phenomenological qualitative approach involving five purposively selected informants. Data were collected using semi-structured interviews, participatory observation, and documentation. The findings reveal that Paon Nirwana effectively implements comprehensive green marketing strategies, including paper takeaway boxes, QR code menus, local suppliers, and eco-friendly design. Generation Z highly values the restaurant’s open concept, natural surroundings, and non-smoking environment, leading to positive dining experiences and minimal food waste. Customers actively share positive online reviews, which significantly contribute to customer retention. In practice, these findings confirm that value-based, affordable green strategies can be a competitive advantage for restaurants in developing destinations and support the implementation of green tourism without charging premium prices.