From Authenticity to Sustainability: The Role of Authentic Cultural and Consumer Knowledge in Shaping Green Consumerism and Behavioral Intention to Gastronomy in Heritage Restaurants in Hail, Saudi Arabia

Abstract

The present study investigates the association between perceived authenticity (PAU), GCON, and behavioral intention within heritage restaurants in Hail, Saudi Arabia. By integrating cognitive appraisal theory (CAT) and the Stimulus-Organism-Response (SOR) framework, this research explores how authenticity perceptions influence both cultural and gastronomic experiences and contribute to sustainable consumption behavior. Also, it investigates the moderating role of consumer knowledge (CKNOW) in enhancing GCON and its subsequent impact on the behavioral intention (BINT) to dine at heritage restaurants. Employing a mixed-methods approach, this study first conducted a content analysis on online reviews to identify key attributes that shape authenticity perceptions. Subsequently, Smart PLS software was employed to conduct an analysis of 417 valid customers of heritage restaurants in Hail. The current study aims to investigate the customers of heritage restaurants in Hail, Saudi Arabia. The current findings showed that students formed a significant market share of heritage restaurants in Hail, Saudi Arabia. The findings confirm that perceived authenticity significantly enhances consumers’ cultural and gastronomic experiences, which in turn fosters GCON and strengthens the behavioral intention to visit authentic restaurants. Furthermore, GCON mediates the association between authenticity, cultural experiences, and purchase intention. Consumer knowledge further moderates this relationship, amplifying the positive effect of GCON on behavioral intention. This study contributes to the growing literature on sustainable gastronomy tourism by demonstrating the crucial interplay between authenticity, sustainability, and consumer knowledge in the heritage restaurant sector. It also offers practical recommendations for restaurant managers, policymakers, and tourism marketers to enhance the authentic dining experience while promoting environmentally responsible behavior. By fostering an awareness of cultural and environmental values, heritage restaurants can serve a critical role in advancing sustainable tourism development in Hail and beyond.

1. Introduction

As with today’s restaurant sectors, it has become very important to provide an authentic dining experience or real-life service restaurant to become more competitive [1,2,3]. The authenticity concept in the current study refers to both the tangible attributes and other more intangible features associated with dining, including the quality of service and the ambiance [4,5]. Currently, restaurants aim at creating an impression that makes consumers loyal to their places by creating a uniqueness, which is an important factor considered when marking the restaurants’ authenticity [6].

Authenticity is a complex construct that has considerable influence over consumer choice to varying extents in the field of heritage restaurants [7,8]. Heritage restaurants attract consumers due to the authenticity of cultural entertainment, as this is perceived to be a lifestyle that embraces truth [9]. This is a major reason why customers prefer to eat at heritage restaurants; they obtain a real experience or destination culture [10]. In the context of heritage restaurants, the appearance of authenticity plays the role in ensuring the direction of consumers’ intentions and establishing a general impression [11,12]. Consumers evaluate authenticity based on their predefined cultural perceptions that undergo product evaluation [8].

Consumer knowledge (CKNOW) represents a fundamental element in strengthening both restaurant sustainability and dining experience quality [13]. Consumers who understand the reality will show greater respect for authenticity in dining experiences, together with an appreciation for the intensive efforts that authenticate cultural heritage [14]. Consumer comprehension about the interconnected nature of sustainability with business authenticity facilitates the increased acceptance of restaurants using sustainable operations, since customers understand that both disciplines overlap [15]. Customers enhance their dining experience by practicing their understanding of food origins and cooking techniques based on restaurant and cafe recommendations [16]. The extended cultural understanding enables restaurants to provide customers with a more comprehensive experience, which enhances their understanding of their dining situation [17].

As the role and importance of both authenticity and sustainability in gastronomy and hospitality industries have been established in past studies, there is a shortage of studies measuring the relationship between these two concepts, specifically in the context of heritage restaurants. Previous studies examined the history, locations, and size/ownership type as drivers of authentic cultural/gastronomic experience [18]; however, previous studies did not examine how perceived authenticity influences this phenomenon. While prior studies have explored the PAU effect on positive emotions, value [7,19], brand image, awareness, perceived quality [20], and purchase intention [8], its direct connection to GCON and how it ultimately shapes behavioral intentions remain underexplored.

Another understudied line of research is whether consumer knowledge will moderate the proposed relationships between GCON and behavioral intentions in authentic restaurants. This gap translates to the question of how different amounts of consumer knowledge about the restaurant’s heritage might be influencing consumers’ perceptions and decision-making. Therefore, this study has four objectives. It aims to (1) analyze the impact of PAU on authentic cultural and gastronomic experiences in Hail’s heritage restaurants, (2) assess the role of GCON in linking between both PAU, authentic culture, and behavioral intention, (3) examine consumer knowledge as a moderating factor between GCON and behavioral intention, and (4) propose strategies for enhancing sustainability in gastronomy tourism in Hail.

The findings from this research present the following useful implications for the current literature. First, it fills a literature gap that examines the impacts of PAU on customers’ experiences at heritage restaurants operating in Hail, Saudi Arabia. Although there are a number of prior research projects investigating authenticity in different restaurant contexts including ethnic restaurants [10,14] and traditional brand restaurants [6], no prior research has focused on heritage restaurants.

Secondly, it extends the literature on PAU and GCON. The prior results proved that authenticity was positively correlated with other variables such as perceived quality, value, and behavioral intentions [7,20]. However, very limited empirical investigations have been made to establish the structural relationship between authenticity and GCON. This research fills this gap by examining how authenticity perceptions may influence consumers’ perceptions and behaviors regarding sustainability in the domain of dining.

Third, it supplements the scant literature on how customer knowledge impacts the association between GCON and behavioral intentions. Although studies such as [10] have discussed the role of consumer knowledge regarding other experiential dimensions of dining in restaurants, research examining GCON and behavioral intentions through the lens of consumer knowledge as a moderating factor is still in its infancy. This study responds to this by analyzing how levels of food and culture-related knowledge influence consumers’ reactions to sustainability interventions in heritage restaurants.

Finally, this study provides applied knowledge for advancing sustainability in gastronomy tourism in Hail. This study’s implications are that knowledge about the culture and consumers can be used to market heritage restaurants and promote environmentally friendly consumption behaviors among consumers. This has implications for applying sustainable activities to improve the eco-tourism business, to meet the world vision of responsible tourism practices.

2. Literature Review

2.1. Theoretical Framework

Individual assessments of culinary experiences rely on their interest in heritage food [21]. Cognitive appraisal theory (CAT) uses cognitive and emotive assessments to find differences in consuming experiences [22]. Cognitive evaluation is suggested to be the mental processes that link emotional reactions to stimuli [23]. According to [24], an appraisal is a “cognitive process the way an individual defines and evaluates relationships with the environment”. Different subconscious assessments of a stimulus make up the appraisal process (also known as appraisal dimensions), and aspects including novelty, goal relevance, goal congruence, and certainty have been studied as factors that influence certain emotions [25]. Despite the rarity of CAT adoption in food tourism research, investigations have looked at a number of topics, including hostility [26], feelings in online reviews [27], and reasons for buying organic wine [28]. Despite the significance of these difficulties, there are few studies that look at authenticity assessments [7].

In contrast, the prior food tourism studies proved that PAU is an emotional driving factor [29]. According to CAT, we establish that food authenticity emerges through emotional reactions from authentic food consumption experiences. Authentic food experiences during travel create cognitive beliefs that people term food authenticity. Visitors form their authenticity assessments based on positive or negative emotional experiences that (in)authentic cuisine generates in them [30]. The branding studies show that emotional responses determine how well people recognize authentic sources [30]. As a result, the conceptual framework and suggested hypotheses for this study are based on CAT.

The three main elements of the Stimulus-Organism-Response (SOR) theory—introduced by [31] and expanded upon by [32]—provide a framework for examining user behavior. According to this theory, an individual’s internal or perceptual state may be influenced by external environmental signals, which may then result in a behavioral response. While [33] found that GCON is influenced by consumer confidence and environmental consciousness, [34] used the stimulus-organization-response (S-O-R) model to investigate green consumption intentions in rural tourism. The S-O-R paradigm has been utilized by researchers to examine the ecological, cognitive, and economic aspects that influence the consumption of green garments [35] as well as the effect of green advertising on consumers’ intentions to buy energy-saving items [36]. This study uses the S-O-R framework to examine the stimulus that leads to customer perceptions of green consumption, factors that both encourage and hinder green consumption, and the consequences of green consumption. Previous studies have used the S-O-R framework to identify the motivating factors for green consumption. We also examine the elements that promote green consumption and lead consumers to eat at authentic restaurants, specifically in Hail, Saudi Arabia.

The combination of CAT and SOR allows researchers to examine internal assessment methods outlined in CAT, coupled with external stimulus–response patterns identified in SOR, which influence green consumer actions at heritage dining destinations. These integrated theories allow researchers to measure the full impact that authenticity perceptions have on emotional enjoyment alongside sustainability-oriented utilitarian results.

The combination of CAT and SOR methodologies for studying dining behavior in gastronomy restaurants and heritage locations has been less frequently researched but [33,37] established their combined utility for complex behavioral analysis. Consumer behavior research reveals that emotional evaluations combine with environmental factors to influence purchasing actions, particularly when authenticity meets nostalgia, alongside cultural values and integrity. The objective of this study involves using established theories to empirically demonstrate the synergistic explanatory capabilities of these models when analyzing green consumerism patterns in heritage restaurants.

2.2. Development of Hypotheses

2.2.1. Authentic Gastronomic Experience

Gastronomy has grown in importance as a component of tourism experiences and frequently offers visitors interesting and unforgettable experiences [38]. It is crucial for gourmet locations to produce authentic culinary experiences, since gastronomists are more concerned with authenticity than other visitors [39]. What makes food and dining experiences authentic was the focus of the prior investigation to assess the link between authenticity and gastronomy. Food (such as regional products and traditional cooking techniques) [40], the physical environment (such as décor) [41], and the social environment (such as coworkers and other patrons) [14] are all crucial components.

However, from a comprehensive destination viewpoint, more studies should be performed on genuine experiences and gastronomy [42]. Multiple businesses and stakeholders provide tourists with products and services that shape their overall and genuine experiences in a destination [43]. In the context of gastronomy tourism, multiple stakeholders also shape tourists’ gastronomic experiences. Even while authenticity plays a big part in influencing travelers’ inclinations to visit a place [7], little is known about what makes for genuine culinary experiences [44].

2.2.2. Authenticity

Authenticity derives from the Latin term authenticus alongside the Greek term authentikos, and denotes a feeling of reliability, according to [45]. According to [46], any authentic thing or state that exhibits uniqueness, innocence, sincerity, honesty, and natural unconstraint may be described as authentic. Researchers have failed to reach an agreement on the precise concept of authenticity, even though several scholars have given the word associations and denotations [47]. The authenticity process defines the original state of items such as roles, products, sites, objects, and events. The proof of originality emerges as the authentication establishes something original and genuine and real and trustworthy [48]. The definition clarifies that organizations play a significant role during the authentication process. However, some scholars advanced our knowledge of authenticity by distinguishing three dimensions: existential, constructive, and objective [20,49]. The authentic value of an object depends on scientific testing, which proves or disproves its reality. According to the constructive perspective, authenticity exists as a factor that emerges from societal elements [50]. Customers interpret an object’s authenticity differently because their social beliefs interact with their perceived expectations and societal perceptions [51]. Existential authenticity is different from the authentic perceptions of objects, as it solely focuses on how customers remain authentic during consumption [52].

Specifically, the objective viewpoint views authenticity according to experts’ opinions [53,54]. According to [52], the process unfolds through staged sequences when people disclose their personal views and expectations according to what they believe in. The existential aspect considers authenticity in terms of being true to oneself while relating to consumer experiences [55].

The terms indexical and iconic authenticity were first used by [56]. Indexical authenticity describes original and genuine items without any false counterparts, while iconic authenticity refers to things which closely resemble their authentic versions. Authenticity is best understood as an evaluation conducted by a certain assessor in a specific situation [56]. They emphasized that people’s perceptions and interpretations of objects and expressions determine whether a restaurant is authentic or inauthentic [56]. This was in line with several studies [41,57] that showed that customers’ perceptions of the same restaurant may differ in terms of authenticity. Furthermore, [58] pointed out that the authenticity of Saudi Arabian cuisine is subjective, especially when it comes to the environment of Saudi Arabian cuisine. Therefore, the constructive authenticity of Saudi Arabia’s traditional branded restaurants as viewed by customers is the main emphasis of this article.

2.2.3. Effect of PAU on GASE

A food product’s lengthy history is one aspect of visitors’ genuine experiences [59]. Authenticity creates positive emotions; visitors create better value perceptions and more favorable intentions to follow them [60]. This research investigates the influence of PAU on consumers’ genuine gastronomic and culture encounters based on cognitive appraisal theory (CAT). The cognitive process of emotion elicitation forms the base of CAT theory, which helps to explain the initial causes leading to food-related emotions [61].

PAU shapes GASE for visitors and culinary consumers. Tourism depends on authentic experiences, especially in both cultural and gastronomic settings where consumers search for genuine memorable encounters [18]. The tourism industry identifies authenticity as its fundamental principle, which consumers demand when experiencing gastronomic or cultural activities [62]. The combination of historical backgrounds and specific positioning, together with ownership models of ethnic enclaves, affect authenticity assessments by visitors, according to [41]. The combination of extended history with ethnic restaurants creates an association of superior authentic culinary experiences through the transmission of traditional preparation wisdom and cultural practices during the establishment period [63].

Prayag et al. (2022) [37] develop PAU through CAT by stating that authenticity operates across four dimensions of localism and tradition alongside novelty and uniqueness. Tourists’ positive emotions while eating bring about authentic perceptions of food because they create strong connections between the sense of emotion and authenticity evaluation. The perceived authenticity of tourism extends across multiple dimensions because it involves both the dining experience and cultural contexts as well as environmental settings and social interactions [63]. However, there have not been many empirical studies conducted on the linkage between PAU and GASE. Therefore, we suggest the following:

H1. 

Perceived authenticity (PAU) positively influences GASE.

2.2.4. Green Consumerism (GCON)

Customers are becoming ardent supporters of socially conscious conduct as a result of their growing concerns about the negative impact of corporate operations on the environment [64]. The definition of GCON is the recognition consumers have of climate change issues, together with their participation in environmental protection efforts and sustainable consumption practices [65]. The effects of sustainable marketing as well as green activities on restaurants have become a focus of multiple academic investigations based on past research [66].

Consumers’ environmental concerns result in favorable opinions about green enterprises. The underlying idea in [67] is that positive views create specific behavioral choices in customers [68]. Research indicates that purchasing behavior stems from how customers evaluate the effectiveness of green behavior, together with their daily green consumption habits and environmental consciousness, as well as the green image of businesses [69]. The restaurant’s green images drive positive behavioral intentions among their customers [70,71]. However, the restaurant selection criteria of customers can differ depending on the restaurant category together with specific market segments [72]. Research conducted by [66] shows that customers appreciate sustainable food consumption and in-store recycling facilities and bioplastics used for food packages and mugs instead of green restaurant architecture and energy efficiency features. The literature demonstrates that customers show willingness to spend additional money on green practices [73]. The dedication of eco-conscious customers leads sustainable enterprises including restaurants and hotels to gain loyal clientele who revisit and make additional business deals [72].

The GASE direction takes its main guidance from PAU, which demonstrates growing impact on GCON behaviors. Food and cultural experiences with PAU bring about emotional and cognitive responses that lead to improved perceived value and behavioral intentions [19,37]. The combination of authentic food along with atmospherics in ethnic restaurants triggers favorable emotions and a growing perception of value, thus shaping both sustainable behavior practices and eco-friendly consumer choices [19]. The GASE platform presents a chance for consumers to develop more profound GCON experiences that regularly result in enhanced environmental consciousness. Consumers who experience positive emotions from authentic food encounters perceive higher levels of authenticity, which directs their existential authenticity and consumption behaviors according to CAT [37]. Consumers’ responsible environmental sustainability decisions result from multiple food authenticity dimensions that extend beyond traditional to local, rare, and unfamiliar food traditions [37].

GCON tends to increase through GASE, because consumers want to back businesses that protect cultural heritage while demonstrating environmental stewardship [19]. Customers show an extremely high inclination toward green consumer behavior because they discover authentic food experiences alongside exceptional service quality [74]. These consumers make payments for more expensive services while displaying loyalty to restaurants dedicated to using organic and locally sourced product ingredients and cutting down environmental impacts through sustainable practices [63].

A business which demonstrates authenticity reduces consumers’ doubt about their green marketing messages [74]. Consumers display increased environmentally responsible consumer actions when businesses provide authenticity indicators through traditional cooking practices and local procurement while using authentic cultural storytelling [33]. Consumers build higher trust in sustainable intentions through the combination of authentic cultural/gastronomic engagements with active green practice implementation [74]. Prior studies did not examine the impact of PAU on GCON in restaurants. Therefore, we propose the following hypotheses:

H2. 

Perceived authenticity positively effects GCON in authentic restaurants in Hail, Saudi Arabia.

H3. 

Consumers’ authentic gastronomic and cultural experiences positively influence GCON in authentic restaurants in Hail, Saudi Arabia.

According to current research, the most significant explanatory factor of being willing to dine in green restaurants is demonstrating care for the environment [75]. For example, [76] found that 68.3% of respondents were inclined to spend more on environmentally friendly restaurant items. According to other research, a high level of willingness to pay is a result of participation in social and environmental actions [77]. GCON behavior dictates major purchasing decisions of hospitality industry consumers, specifically at authentic restaurants [74]. The adoption of green practices by restaurants allows them to influence purchasing intentions, because their actions match consumer values about the environment and ethics [78]. Consumers who demonstrate environmental responsibility readily turn their favorable attitudes into dining purchases at restaurants that blend authentic practices with sustainability consciousness [5,74]. In addition, healthiness is the most significant element that influences consumers’ choices about what to eat when they have a strong intention to buy. It has been shown that food flavor is a significant motivator when making food purchases; therefore, healthiness is not the only noteworthy feature of food that affects the choice to buy [79]. Taste impressions have a considerable impact on customers’ intention to purchase, according to research by [80]. Consumers’ perceptions of food quality are growing, and it has been shown to be a crucial component in boosting diners’ inclinations to return [81]. Although there are previous studies that examine the effect of food tastiness and healthiness on purchase intention, there are no studies that directly explore the influence of GCON on authentic restaurant purchases. Therefore, we propose this hypothesis:

H4. 

GCON positively influences behavioral intentions to eat at authentic restaurants in Hail, Saudi Arabia.

According to a number of studies, green consumption has emerged as a fundamental consumer value and belief in contemporary culture [72]. Because of this, modern customers often prioritize green goods and services and take proactive steps to protect the environment [82]. According to S-O-R, through green hospitality businesses with sustainable practices, consumers might develop green and responsible consumption behaviors [83]. In such a context, consumers may be encouraged to choose and repeatedly patronize green restaurants due to the ethical and environmentally friendly practices adopted by the hotels’ restaurants. Customers’ attitudes and ideas regarding environmental protection and the environmental actions of green restaurants serve as signals that activate and encourage their green consumption value [84]. According to studies, customers are encouraged to remain and return to green hotels because they believe that the perspectives of green hospitality techniques activate and construct the green consumption value [82]. Research by [74,85,86], together with [1], proves that green consumerism creates substantial positive effects on revisiting intentions. The link between the environmental practices and awareness of consumers and their support for green businesses through higher payments and loyal practices and positive word sharing remains unspecified according to [87]. The behaviors which show environmentally conscious purchasing choices by consumers make up green consumption, while becoming more linked to authentication habits [74]. Consumers demonstrate increased sustainable purchasing habits after perceiving a restaurant as authentic, because they display greater confidence in its sustainable commitments [78]. Customers feel compelled to support sustainable behaviors because traditional restaurants demonstrate authenticity through their historical aspects along with their location characteristics and local support [18]. The consumer’s green behavior commitment rises as the semantic alignment strengthens, resulting in enhanced purchasing intention [74]. Prior studies have not yet investigated how GCON functions as a mediator between PAU and purchasing intention in authentic restaurants, and between GASE and purchasing intention in authentic restaurants, especially in Hail, Saudi Arabia. Thus, we propose these hypotheses:

H5. 

GCON acts as a positive mediator between perceived authenticity and purchasing intention in authentic restaurants.

H6. 

GCON acts as a positive mediator between GASE and purchasing intention in authentic restaurants.

Wang and Mattila (2015) [41] contend that the association between PAU and behavioral intention is not always positive and that familiarity moderates the association between authenticity perception and behavioral intention; however, the consequences of familiarity on customers’ authenticity perceptions were not examined. PAU and behavioral intention are positively correlated for patrons who are acquainted with ethnic food (for example, consumers who are familiar with Saudi cuisine) [13]. However, there is no favorable link for patrons who are unfamiliar with ethnic food (for example, eating traditional food of Saudi Arabia). One possible explanation is that customers with less expertise are more prone than those with more knowledge to rate authentic restaurants [88]. Nonetheless, knowledgeable consumers who have GCON habits may assess the quality of food in authentic restaurants. Therefore, we propose this hypothesis:

H7. 

The customer’s prior knowledge acts as a moderator of the impact of GCON on the purchasing intention to eat at authentic restaurants in Hail, Saudi Arabia.

The hypothesized model is demonstrated in Figure 1.

3. Research Design

3.1. Methods

This research used a mixed-methods methodology, using qualitative and quantitative techniques successively to investigate the key characteristics of authenticity perception in restaurants on GCON and purchasing intentions. To compile consumer assessments of the main factors of perceived authenticity, authentic cultural experience/gastronomic experience (food authenticity, historic and cultural value, nostalgia, and brand value), GCON, and BINT, study 1 first gathered internet reviews and rating information for an authentic restaurant in Hail using content analysis. To determine which features patrons value most and how they affect their overall assessment of the authenticity of restaurants, a regression analysis of the ranking statistics was performed. To develop relevant study hypotheses, study 2 built a theoretical hypothesized model that covers the most esteemed features. This study examined the impact of relevant variables on customers as well as their relationships with other measured variables. The data were collected through questionnaire responses by customers in Hail, and data analysis and hypothesis testing were conducted using a structural equation model. Both exploratory and confirmatory research issues may be addressed by the mixed-methods approach, which also offers a wider range of divergent and/or complementary viewpoints and stronger conclusions than a single method or worldview [89].

This study presents its mixed-methods approach through distinct qualitative and quantitative components, which are properly organized in the methodology and results sections to guarantee clarity and scientific rigor. This research structure delivers detailed systematic explanations for each phase of study and maintains the natural sequence of research findings.

A content analysis of 500 real restaurant reviews in Hail, Saudi Arabia identified vital elements which drive customer assessments of authenticity (study 1). The findings from study 1 helped researchers develop quantitative measurement tools for study 2.

A survey distributed to restaurant patrons in the quantitative phase (study 2) allowed hypothesis testing for results derived from qualitative data and theoretical constructs. The presentation of separate quantitative and qualitative methodologies and results aims to improve transparency while creating replication possibilities and illustrating the integration of research phases to address our research goals.

3.2. The Case Study: Authentic Restaurants in Hail

The exploration aimed to evaluate the perception of authenticity, GCON, and purchasing intention to authentic restaurants that come with producing traditional culinary dishes in Hail, Saudi Arabia. Because of Saudi Arabia’s expanding tourism sector and the relative novelty of the hospitality sector providing visitors with traditional cuisine, this research was conducted there [59].

4. Study 1: Exploring Key Attributes of Authentic Restaurants

4.1. Research Process

Online reviews from Tripadvisor, Yelp, and Google My Business were used as the data source for this investigation. Users may score a restaurant based on four criteria: food, atmosphere, service, and overall assessment. They can also share their experiences via text, images, and videos. Researchers gathered customer reviews of authentic restaurants in Hail from 2020 to 2024. The collected data included user IDs together with the time stamps of reviews and total restaurant scores as well as complete textual evaluations and assessments of food quality, dining ambiance, and restaurant service. Reviews were written in Arabic and English. After that, an Excel spreadsheet including these evaluations was created for further examination.

For an authentic restaurant in Hail, using the online review websites, a total of 500 reviews were gathered. A total of 420 reviews had ratings of four or higher, while the total restaurant ratings varied from one to five. The researchers examined customer reviews together with their assigned ratings. Every analysis was first conducted in Arabic and then translated into English.

Using the QDA Miner 2024, v 24, the authors performed a content analysis on the empirical study data through an analysis that incorporated the literature findings from the initial review. In this research, the methodology described by [90] was used to create exhaustive and mutually exclusive categories. To find cases where codes appeared together or near one another, a co-occurrence analysis—also carried out in QDA Miner (2024)—was used. In the end, this analysis made it easier to categorize the authentic restaurants shown in the case study by enabling us to determine the connections between the codes and cases.

4.2. Coding Customer Reviews

To create the codes and categories, the current study adopted the qualitative content analysis approach, involving the analysis of the customers’ reviews of heritage restaurants. Firstly, the data were reviewed several times to build a passive familiarity and collect an overall impression concerning the data provided. A combination of deductive and inductive coding methods was used, guided by pre-identified categories: the seven criteria are environment authenticity (EA), food authenticity (FA), historical/cultural value (HC), nostalgia (NOS), and brand value (BV). Specific phrases and constantly mentioned keywords in the reviews were detected and as far as the context was concerned, these preliminary categories were assigned. Phrases concerning elements of the physical environment or traditional setting were coded EA, and those concerning the quality, individuality, or tradition of the food were coded FA. In the same way, the HC tag was used to archive observations related to cultural experiences or heritage, while speculations in a narrative or sharing of an individual experience such as memory triggered by or related to the narrative but different from HC was categorized as NOS. Finally, opinion samples involving references to the reputation, recommendation, or popularity of the restaurant were categorized under BV. Such intensive coding helped in a way to sort the qualitative data into relevant code groups and subgroups systematically (See

Table 1. Coding of reviews.

Category	Codes
Environment Authenticity (EA)	“Beautiful place” “Traditional seating” “Authentic decor and atmosphere”
Food Authenticity (FA)	“Delicious food” “Traditional dishes” “Unique cooking style”
Historical and Cultural Value (HC)	“Reflects the heritage” “Cultural experience” “Preserves history of the place”
Nostalgia (NOS)	“Reminds me of my childhood” “Just like old times” “Brings back memories”
Brand Value (BV)	“Reputation of the restaurant” “Highly recommended by others” “Popular in Hail”

).

4.3. Results of Qualitative Analysis

The word cloud depicted in Figure 2 summarizes the specific terms frequently used by the consumers in their reviews about heritage restaurants in Hail city, Saudi Arabia. Here, we can see that the larger and bolder words represent higher occurrences and importance, such as “restaurant”, “food”, “delicious”, “excellence”, and “good”, which all speak so much about customer satisfaction and the quality of food. Other significant words include the following: “clean”, “service”, “recommend”, “taste”, and “family”, underlining aspects of cleanness, service, and the appropriateness of the venue for group gatherings like families. On the other hand, terms like “bad”, “price”, and “reasonable” signify an issue or a negative analysis about the price and customers’ complaining. The word cloud gives a comprehensive and qualitative view of key perceptions and experiences of consumers and reflects their expectation from heritage dining establishments in the region.

The inclusion of a word cloud within our qualitative results enabled readers to see key terms that appeared consistently in customer reviews, supporting additional data insights. The main results stem from coding and clustering analysis, which provide the foundation for our qualitative research findings. The combined use of content analysis and exploratory visualization through this mixed-methods approach delivers stronger validity and more depth to our analysis.

The dendrogram in Figure 3 illustrates the hierarchical clustering of key attributes—mean, median, standard deviation, and coefficient of variation—which represent cultural and gastronomic experiences in heritage restaurants in Hail, KSA. The clustering was determined using the Jaccard coefficient. These are on the left-hand side and grouped by themes, such as ambiance (blue), cultural significance (orange), nostalgia (red), and reputation (cyan). The clustering is carried out based on how often phrases occur together; therefore, we have phrases such as ‘Authentic decor and atmosphere’ next to ‘Beautiful place’ in the same cluster, as well as ‘Delicious food’. In the same manner, phrases such as “Cultural experience”, and “Preserves history of the place” are framed, which also come under the same context of heritage. The phrases “brings back memories” and “just like old times” highlight end users being familiar with the product, while “reputation of the restaurant” and “highly recommended by others” portray social proof. Understanding the agglomeration structure is useful to see how these themes intersect to explain the consumers’ perceptions and behavioral intentions towards gastronomic experiences.

Figure 4 shows the network map of the important parameters associated with heritage restaurants’ gastronomes and cultural offering, for which the connection strength is based on correlation coefficients. Ones are specific features and twos are the connections between the ones or the correlation of features, and thicker lines mean higher correlations. Thus, such attributes as, for example, “Highly recommended by others” and “Popular in Hail” are consistent, r = 1.000, and this means that consumers also associate them. As with the other examples, “Preserves history of the place” and “Cultural experience” substantiate a close connection—drawing attention to the cultural value of the experience. On the other hand, the link between “Authentic decor and atmosphere” and the choice of “Reflects the heritage” is not very strong at 0.500, underlining the importance of heritage in culture. This represents connections between attributes and determines which ones are linked with each other, which creates a focus on the importance of cultural, affectionate, and word-of-mouth clusters in understanding the consumer behavioral intentions towards heritage restaurants.

5. Study 2: Influencing Factors of the Key Attributes and Their Impact on Customer Purchasing Intentions

5.1. Connection Between Study 1 and Study 2

Study 1 analyzed 500 authentic customer restaurant reviews posted online from Hail restaurants in Saudi Arabia through a qualitative content analysis. This study’s principal objective focused on uncovering important features which determine customers’ evaluations of authentic dining experiences and authenticity perceptions. Our research analyzed customer feedback through both deductive and inductive coding approaches to establish five main categories. The five identified themes within the reviews included environment authenticity (EA), food authenticity (FA), historical and cultural value (HC), nostalgia (NOS), and brand value (BV). Consumer evaluations of authenticity depended significantly on each theme, since these themes contained repeated phrases and emotional expressions collected from numerous review pages. The phrases “beautiful place”, “traditional seating”, and “authentic décor and atmosphere” demonstrated the significance of physical ambience, thereby belonging to the environment authenticity (EA) category. The theme of food authenticity (FA) revealed its significance through reviews which discussed “delicious food” alongside “traditional dishes” and “unique cooking style”. The statements “reflects the heritage” and “preserves history of the place” the captured historical and cultural value (HC) theme, while statements “reminds me of my childhood” and “brings back memories” belonged to the nostalgia (NOS) category. The brand value (BV) category included statements which addressed the restaurant’s reputation as well as recommendations and popularity assessments like “highly recommended by others” and “popular in Hail”.

The identified qualitative themes from study 1 were transformed into quantitative measurement constructs for our research analysis in study 2. The development of survey items during this phase aimed to capture the significant attributes discovered in study 1. The environment authenticity (EA) construct received specific survey items like “I perceived the atmosphere at the restaurant authentic” which stemmed from reviews that mentioned traditional seating and ambiance. Survey items for the nostalgia (NOS) construct included statements like “Traditional branded restaurant represents the memory of childhood and youth” to assess nostalgia directly in customers. The qualitative phase results regarding food authenticity (FA), historical and cultural value (HC), and brand value (BV) were transferred into survey questions to measure consumer perceptions during the quantitative research.

The integration of study 1 findings with study 2 constructs allowed our quantitative analysis to reflect genuine consumer perceptions. A combination of quantitative and qualitative methods strengthens our study’s validity and provides robustness through the integration of qualitative data into quantitative constructs.

5.2. Questionnaire Design

This study’s questionnaire was broken into five sections. Five major components were assessed in the first section: brand value, historical and cultural value, food authenticity, environment authenticity, and nostalgia. Environmental authenticity was assessed using a five-item scale by refs. [10,19]. Food authenticity was assessed using a five-item scale by [10,19]. Moreover, historical and cultural value was measured using a four-item scale by [6]. Nostalgia evaluates customers’ judgments of the association with the past and was constructed from [30]. Chen et al. (2020) [6] developed scales for brand value, with five items. Furthermore, GASE was measured using a scale by [91], which included four items. Furthermore, GCON was measured using five items from [74]. Consumer knowledge was measured by four items from [18]. Finally, behavioral intention was measured by three items from [6,19].

The scales were translated and back translated because the study was carried out in an Arabic environment. One of the authors first translated from English to Arabic using a forward translation. The translated scale was then examined and debated by a group of multilingual specialists who made sure it took into consideration Arabic language habits and cognitive processes in order to preserve the measurements’ accuracy. The back translation was performed by a competent, independent multilingual translator to finish the procedure. A five-point Likert scale was used to score each item, with one denoting “strongly disagree” and five denoting “strongly agree”. Demographic data, including gender, age, education level, monthly income, and frequency of restaurant visits, were gathered in the second section of the survey. The final questionnaire was added as Appendix A.

In research terms, moderation defines the degree to which the association between two elements shifts according to the value of the middle controlling factor [92]. A moderator affects both the magnitude and the orientation between an independent variable and its corresponding dependent variable [93].

5.3. Data Collection

Participants were patrons of the heritage restaurants in Hail, Saudi Arabia, where the study was carried out. We distributed and collected the questionnaires immediately by intercepting patrons within the restaurant and using a one-to-one approach. We contacted patrons after their dinner to ask them to voluntarily participate in the survey after receiving approval from the restaurant management, who also recommended that researchers eat there. As a thank you, respondents were given modest gifts such as juice or mineral water. With 417 valid surveys out of 488 distributed surveys, the validity percentage was 85.4%.

The heritage demographic stands as a vital market segment for gastronomy tourism, which determines sustainable dining patterns and cultural preferences. Heritage consumers increasingly determine sustainable consumption patterns among people of modern generations. Consumer preferences combined with their behavioral patterns help researchers predict heritage restaurant adoption patterns into the future.

This research focused on heritage restaurants operating in Hail, Saudi Arabia for its selection of restaurants. Restaurants dedicated to traditional cuisine highlight authenticity and historical importance, together with cultural heritage as their primary focus. These establishments present authentic culinary experiences through their commitment to heritage cooking practices and the cultural preservation of traditions and dining settings.

The selection of restaurants used in this study significantly impacts the research outcomes, because it determines how clearly consumers perceive authenticity, together with their acquired knowledge and planned behavioral reactions. The research results capture important details about heritage restaurants in Hail, Saudi Arabia, leading to findings that can specifically explain this restaurant category in which authenticity stands as a core element. This study focuses on heritage restaurants because their selection allows researchers to study the cultural–historical emphasis, which likely would not demonstrate similar effects on other dining facilities. The chosen research context strengthens the PAU variable, which enhances both GCON and BINT. Heritage restaurants serve customers who typically have existing knowledge of cultural and gastronomic matters, which likely increases the moderating power of consumer knowledge (CKNOW) throughout the researched model.

Demographic Results

The gender ratio of the respondents was almost equal, with males comprising 54.92% and females making up 45.08%. A significant portion, specifically 86%, fell within the age range of 18 to 25. The education levels were notably elevated, with a significant portion (64.75%) possessing bachelor’s degrees, 26.38% having completed high school, and 6.72% achieving a master’s degree or higher. In terms of monthly income, 48.68% reported earnings below SAR 3000, 10.79% indicated earnings between SAR 3000 and 5500, while 26.14% chose not to disclose their income. A significant majority of respondents, specifically 82.25%, identified as students.

The student demographic stands as a vital market segment for gastronomy tourism, which determines sustainable dining patterns and cultural preferences. Youth consumers increasingly determine sustainable consumption patterns among people of modern generations. Consumer preferences combined with their behavioral patterns help researchers predict heritage restaurant adoption patterns into the future.

5.4. Data Analysis

This research used smart PLS to analyze data. Smart PLS modeling and research are becoming more widespread in numerous sectors [3,94]. For the evaluation of hypotheses, the PLS-SEM through Smart PLS V. 4.0 was used, while SPSS 24.0 was used to provide the descriptive analysis. This research uses PLS as its analytical method because it attempts to predict one or more variables instead of validating theoretical models. The PLS-SEM enables the successful testing of complex models that need few data constraints and extend their application range to various sample sizes. The two phases of this methodology evaluate both outer and inner conceptual models [95,96,97]. With Smart PLS v.4, construct reliability and validity were tested. Second, the structural model was examined for path coefficient significance, R² (determination coefficient), and endogenous predictive relevance (Q²). Smart PLS software tests the moderated mediating impact last.

5.4.1. Measurement Model Analysis

The reflecting measuring model is the one used in this investigation. The reliability, convergent validity, and discriminant validity of this kind of model are usually evaluated using confirmatory factor analysis with maximum likelihood estimation.

Table 2. Testing of the measurement model.

Variables	Items	Loadings	AVE	Cronbach’s Alpha	Composite Reliability	VIF
Perceived Authenticity PAU	EA1	0.645	0.535	0.960	0.963	2.245
	EA2	0.642				4.204
	EA3	0.652				4.215
	EA4	0.701				4.402
	EA5	0.731				4.370
	FA1	0.749				3.081
	FA2	0.782				4.038
	FA3	0.734				3.649
	FA4	0.766				3.370
	FA5	0.783				3.012
	HC1	0.720				2.360
	HC2	0.787				2.836
	HC3	0.763				2.747
	HC4	0.773				2.944
	NOS1	0.776				3.714
	NOS2	0.705				2.486
	NOS3	0.750				3.220
	NOS4	0.704				2.889
	BV1	0.768				3.036
	BV2	0.707				2.500
	BV3	0.733				2.986
	BV4	0.715				2.918
	BV5	0.711				2.896
Green consumerism GCON	GCON1	0.814	0.679	0.882	0.913	2.236
	GCON2	0.835				2.326
	GCON3	0.830				2.378
	GCON4	0.864				2.719
	GCON5	0.774				1.872
Authentic cultural experience/gastronomic experience (GASE)	GASE1	0.840	0.737	0.881	0.918	2.102
	GASE2	0.850				2.266
	GASE3	0.890				2.804
	GASE4	0.853				2.330
Consumer knowledge CKNOW	CKNOW1	0.760	0.585	0.771	0.849	1.385
	CKNOW2	0.846				1.626
	CKNOW3	0.741				1.611
	CKNOW4	0.704				1.622
Behavioral intention INT	BINT1	0.895	0.818	0.889	0.818	2.574
	BINT1	0.914				2.598
	BINT1	0.904				2.594

illustrates that the model structure’s Cronbach’s α (CA) is more than 0.7, which is the cutoff point that the model must surpass in order to be deemed dependable. Furthermore, the composite reliability (CR) scores for all constructions are above the 0.7 criterion, ranging from 0.818 to 0.960. Consequently, the items for each variable exhibit a high degree of internal consistency and repeatability of the results.

Convergent validity was evaluated in this research using composite reliability (CR), average variance extraction (AVE) criteria, and index of factor loading. Standardized factor loadings of 0.7 or higher, AVE values of 0.5 or higher, and CR values of 0.7 or higher, taken together, often suggest an appropriate degree of convergent validity. In an exploratory study, a lower limit of 0.5 to 0.6 may also be appropriate, even if 0.7 is regarded as the norm [98]. The outer loading value in this study, which is shown in Table 2, satisfies every requirement listed. Additionally, VE and CR values follow the previously mentioned guidelines. Consequently, it is possible to thoroughly demonstrate the study model’s convergence.

We investigated discriminant validity by comparing the square root values of AVE with the correlation coefficients between constructs using the Fornell–Larcker criteria [99]. It should be mentioned that the correlation coefficient between constructs should never be more than the AVE square root value of the constructs [98,99,100,101]. This measuring model is thought to have discriminant validity because it meets the previously stated condition, as seen in

Table 3. Discriminant validity.

	Authentic Cultural Experience/Gastronomic Experience (GASE)	Behavioral Intention BINT	Consumer Knowledge CKNOW	Green Consumerism GCON	Perceived Authenticity PAU
Authentic cultural experience/gastronomic experience (GASE)	0.858
Behavioral intention BINT	0.523	0.905
Consumer knowledge CKNOW	0.179	0.274	0.765
Green consumerism GCON	0.690	0.423	0.146	0.824
Perceived authenticity PAU	0.548	0.355	0.133	0.600	0.732

Notes: The diagonal components (bold) display the square roots of AVEs. Below the diagonal elements are the correlations between the constructions.

.

5.4.2. Structural Equation Model and Hypotheses Analysis

The research that followed began by examining the collinearity problem in the structural model. The variance inflation factor (VIF) value was used to evaluate the collinearity problem; if the VIF value is less than five, it means that collinearity has no effect on the structural model. All the VIF values in this investigation were less than five, as shown in Table 2, suggesting that the collinearity has no effect on the structural model.

The explanatory power of our structural model was evaluated through calculations of R² and adjusted R² for each endogenous variable. The adjusted R² offers a more precise explanation of variance, because it incorporates the number of predictor variables in the model to minimize the potential R² value bias [95]. The model demonstrates a strong fit based on its calculated adjusted R² values. GCON’s adjusted R² value reaches 0.54, indicating that 54% of the green consumerism variance stems from perceived authenticity and authentic gastronomic and cultural experiences. The adjusted R² value for behavioral intention (BINT) reaches 0.24, which explains that 24% of the variance in behavioral intention to visit authentic restaurants arises from the combination of GCON, PAU, and GASE.

The assessment included an evaluation of explanatory power through Stone–Geisser’s Q² value calculations using blindfolding procedures, with the omission distance set to seven. The model demonstrates a predictive capability for endogenous variables when Q² values exceed zero, according to [95]. The Q² results demonstrate a value of 0.31 for GCON and 0.33 for BINT. The model demonstrates strong predictive power in the consumer behavior analysis of heritage restaurants based on these Q² values.

The structural model possesses enhanced validity because its high adjusted R² value combines with positively rated Q² statistics to demonstrate its capability for explaining green consumerism and heritage restaurant intentions. This research demonstrates that the model successfully explains the connections between perceived authenticity and cultural experiences, while predicting sustainable consumer behavior.

The findings, which are shown in

Table 4. Path coefficient and hypothesis testing.

Structural Path	Beta	T Statistics	p Values	F2	Results	2.5%	97.5%
Direct Effect
Perceived Authenticity → Authentic cultural experience/gastronomic experience	0.548	8.034	0.000	0.429	H1, Supported	0.409	0.671
Perceived Authenticity → Green consumerism	0.316	4.166	0.000	0.154	H2, Supported	0.177	0.477
Authentic cultural experience/gastronomic experience → Green consumerism	0.517	6.788	0.000	0.411	H3, Supported	0.355	0.657
Green consumerism → Behavioral intention	0.333	4.632	0.000	0.127	H4, Supported	0.190	0.458
Indirect Effect
Perceived Authenticity → Green consumerism → Behavioral intention	0.200	3.161	0.002		H5, Supported	0.048	0.184
Authentic cultural experience/gastronomic experience → Green consumerism → Behavioral intention	0.172	2.974	0.003		H6, Supported	0.073	0.303
Moderating Paths
Green consumerism × Consumer knowledge → Behavioral intention	0.146	2.31	0.019		H7, Supported	0.040	0.304

and Figure 5, showed that PAU had a significant and positive impact on GASE (β = 0.548; t = 8.034), PAU has a significant and positive effect on GCON (β = 0.316; t = 4.166), and GASE has a significant and positive effect on GCON (β = 0.517; t = 6.788). H1, H2, and H3 are supported by these findings. Green consumerism had a positive and significant impact on behavioral intention (β = 0.333; t = 4.632; p = 0.000). H4 is thus supported. The findings demonstrated that all independent variables had appropriate effect sizes on their intended dependent variables (0.127 < F2 ≤ 0.429), considering the recommendations in [102] about effect size using the F square test.

Furthermore, the mediation effects of green consumerism on the relationships between PAU and behavioral intention and between GASE and behavioral intention were examined using a mediation test (Table 4). The results showed that green consumerism significantly and positively mediated the link between PAU and behavioral intention (effect 0.164; t = 4.430; p = 0.002) and between GASE and behavioral intention (effect = 0.172; t = 2.31; p = 0.003). As a consequence, H5 and H6 are accepted.

Furthermore, the evaluation of the moderating effects, as shown in Table 4 and Figure 6, supports H7, indicating that consumer knowledge positively moderates the relationship between green consumerism and behavioral intention (β = 0.146, t = 4.053, and p = 0.019). People who have extensive knowledge about sustainability and green practices show an increased propensity towards adopting green consumer behavior, which leads them to select heritage restaurants, maintaining both authentic heritage and environmentally mindful operations.

Research evidence shows that consumer knowledge moderates consumers’ support for sustainable businesses, demonstrating cultural authenticity and environmental responsibility [18,71]. The research model uses consumer knowledge as a moderator variable to recognize how consumers’ knowledge of green initiatives affects their intention to engage in heritage dining. Hence, the model delivers an expanded explanation of dining choices in this context.

6. Discussion and Implications

A mixed-methods research design was utilized at the start of this study to perform a qualitative content analysis on online review data regarding perceived authenticity in heritage restaurants situated in Hail, Saudi Arabia. The qualitative phase of this research (study 1) produced detailed insights into customer perceptions of authenticity that guided the measurement development within the quantitative segment (study 2). An analysis identified five main thematic categories making up customer perceptions of authenticity, including environment authenticity (EA), food authenticity (FA), historical and cultural value (HC), nostalgia (NOS), and brand value (BV). The identified themes help researchers understand the diverse aspects of heritage dining authenticity in detail.

Environment authenticity (EA) plays a significant role in forming customer perceptions because restaurant guests often mention “traditional seating”, “authentic decor”, and “beautiful place” to express authenticity. Research evidence confirms that atmospherics and services contribute to restaurant authenticity through previous work by [101,103]. The physical environment functions as an obvious indication, which demonstrates the restaurant’s dedication to cultural heritage, resulting in customer engagement through immersion in heritage restaurants; this result is in agreement with [104]. The qualitative insights from this stage contributed to developing the EA construct, which underwent the quantitative testing of environmental cue effects on customer behavior and attitudes in study 2.

Food authenticity (FA) proved to be vital for customers, as they consistently praised “delicious food” together with “traditional dishes” and “unique cooking style”. This research confirms that the culinary experience assumes a primary role in assessing authenticity, while various recent studies emphasize that food acts as an important identification tool for cultural legacy and is a crucial tourist participation element [15,37]. Customers prioritize traditional dishes because they want to experience authentic recipes made with original local cooking methods and ingredients. Culinary authenticity includes the genuine thematic relationship between food and a certain cultural tradition or geographic region [7]. The research on ethnic and heritage restaurants in [10] confirms that food authenticity stands as a critical element that motivates positive customer satisfaction while generating positive emotions and increasing revisit intentions. The results from the qualitative research enabled the development of the FA construct in study 2, so researchers could conduct quantitative research on the link between food authenticity and green consumer behavior. The evaluations focused on “traditional dishes” combined with “unique cooking style”, which enabled researchers to create survey questions that measured these distinctive food authenticity dimensions.

Historical and cultural value (HC) together with nostalgia (NOS) reveal essential experiential aspects of dining at heritage restaurants. Another aspect that customers appreciate about restaurant heritage is its ability to showcase historical values through its preservation work and nostalgic appeal. The results align with current research examining heritage tourism [29] and cultural consumption [29], which confirms the significance of experiencing history and cultural heritage alongside place-based attachment. The emotional response of nostalgia stood out as the dominant reaction, because heritage restaurants create personal connections between customers and their past histories, including cultural traditions. Nostalgia plays a substantial role in influencing consumer preferences within tourism and hospitality establishments according to contemporary research by [17,37]. Researchers used the findings from their qualitative investigation to develop quantitative measures for HC and NOS constructs, which were applied in study 2 to evaluate behavioral effects. The statements from reviews that stated, “preserves history of the place” and “brings back memories” guided researchers to create survey questions for measuring their respective constructs.

The dimension of brand value (BV) captures social perceptions about restaurant reputation and customer recommendations, along with their overall popularity, which demonstrates how social influence and perceived quality construct authentic restaurant experiences. The social function of the brand value operates as a nonphysical sign which shapes consumer expectations and evaluation results [6]. The restaurant’s established positive reputation along with good recommendations from others help create perceptions of authenticity prior to actual dining experiences. The study 2 model adopted BV as a construct that reflected this dimension.

The combination of a word frequency analysis and cluster analysis gave visible insights into customer reviews. The study results indicate that customers rate the food quality very positively. Customer experience data reveal that social characteristics of restaurants generate value for their customers.

For quantitative results, this study contributes to the understanding of the impact of PAU for improved GCON and consumption patterns of consumers in heritage restaurants in Hail, Saudi Arabia. The analysis validates the hypothesis that PAU contributes towards a constructive culinary journey and cultural experience of the consumers (H1). This is in line with earlier findings that have underscored authenticity as a major antecedent to consumer satisfaction and customer engagement in dining environments [19,103,104]. When applied to the study of heritage restaurants, this research restates the significance of authenticity in constructing engaging and valued dining experiences.

Furthermore, this study supports the hypothesized positive association between PAU and GCON (H2), following prior research on the association between authenticity and environmentally responsible behaviors [7,14,103,104,105]. This study’s findings indicate that when consumers have an authentic perception that a restaurant embraces the culture of society, they are likely to address sustainable dining. According to the results of these studies, GASE was deemed to be important for GCON (H3). These findings also support the notion of authenticity as enhancing both hedonic and utilitarian outcomes and enhancing pro-environmental consciousness, which is consistent with cognitive appraisal theory, proposed by [24].

This study validates that perceived GCON has a strong positive correlation with the behavioral intentions of eating out at authentic restaurants (H4). This corroborates past studies, implying that sustainable behaviors commonly influence consumers’ choices in the hospitality sector [73,74]. The coherence and significance of this relationship mean that consumers with higher levels of self-reported sustainability are more likely to signal a higher level of support for authentic heritage restaurants. This behavior affirms the increasing customer shift that seems to embrace environmentally friendly practices, as emphasized by the research conducted on GCON and firms’ willingness to pay for green services [77,94,95,106].

Moreover, the analysis of mediation reinforces the content of hypotheses H5 and H6, where GCON is proven to act as a mediator between PAU and behavioral intentions, as well as cultural experiences and behavioral intentions. These results support the Stimulus-Organism-Response (SOR) framework, according to which green consumerism (GCON) is both cognitive and affective in nature, and facilitates sustainable dining behavior [32]. Therefore, this calls for the incorporation of sustainability elements as part of a heritage restaurant’s strategic value proposition to affect the patrons’ behavioral intentions.

Consumer knowledge also enhanced the relationship between GCON and behavior intention (H7). This result supports previous research on the effect of knowledge gains on promoting and responding to green campaigns [13]. These results emphasize the need for educational and informative campaigns aimed at increasing consumers’ attention to sustainable activities in the sphere of hospitality and the provision of tourism services. It is possible that simple, informative, and entertaining information on the history of dishes and their preparation, as well as measures taken to make those meals more sustainable, would greatly improve consumer attitudes and behavioral patterns.

The outcomes of this research concentrated on heritage restaurant consumers, but hotel restaurant customer conduct remains distinct due to their specific environment. The inclusion of restaurant services like breakfast buffets in accommodation prices can lead guests to show less environmentally friendly actions, despite their ecological beliefs. Hotel breakfast buffets face major food waste issues according to [102,107], because guests’ buffet consumption habits include overeating and leaving behind uneaten food due to the unlimited style of buffets. Hotel energy conservation initiatives require additional attention according to [106], because research shows that hotel visitors sometimes demonstrate different actions than their expressed ecological values. Guests demonstrate different levels of eco-friendly conduct based on the restaurant payment structure between accommodation packages and individual costs.

6.1. Theoretical Implications

This study is relevant to the hospitality and sustainability literature by integrating EA, green consumer behavior, and behavioral intention, which are essential in the context of heritage restaurants. It builds on the support for the Stimulus-Organism-Response (SOR) framework by showing that the perception of authenticity as a stimulus leads to consumers’ cognitive/affective state and consequent pro-sustainable dining behavior. Overall, the current study enriches the SOR framework by pointing toward GCON as a relevant and significant mediating construct that can bridge between authenticity and sustainable behavioral intentions.

Furthermore, the results contribute to the expansion of the cognitive appraisal theory (CAT) by describing the analysis of PAU in the gastronomy context based on cognitive and affective means. As a result of highlighting the relationship between cultural tourism attachment and pro-sustainable behaviors, this study diversifies CAT’s applicability from general tourism settings into cultural heritage dining situations.

This study also establishes and tests the moderating effect of consumer knowledge, which remains a rather underexplored concept in the authenticity and GCON literature. The usefulness of these constructions for theoretical models focusing on sustainability behaviors is demonstrated to require incorporating individual consumers’ awareness and familiarity. This advances the existing knowledge on how differences in consumer knowledge affect behavior, addressing the knowledge gaps in the hospitality and tourism literature.

By connecting cultural authenticity and green consumption with sustainable purchasing motivations, this study fills a gap in the literature on the dynamics of cultural heritage dining. The insights above also advance theoretical developments in more sustainability-oriented hospitality studies, by demonstrating the co-constitutive relationships between culture and the environment. Finally, this study lays groundwork for future theoretical research on how existing authenticity constructs can be measured and utilized for enhancing business benefits and accomplishing other global sustainability objectives in the gastronomy and tourism industries.

6.2. Practical Implications

This study provides valuable information for heritage restaurant operators and all stakeholders in the hospitality and tourism sectors, with special emphasis on preserving the environment and adapting methods and means to attract and retain customers. Authenticity defines one major area of suggested improvement for enhancing consumers’ experiences. Furthermore, the operators of heritage restaurants can enhance visitors’ dining experiences, thus enhancing the products that they sell. They can retain customers and explain and present time-honored techniques and contexts for preparing and consuming food and beverages. These elements are not only appreciated by consumers searching for meaning behind cultural identity or connections, but also become effective strategies for naming the above-mentioned outlets, particularly when competing with similar establishments.

Another important aspect of this study is the encouragement of green consumption. Some ways that restaurants can make sustainability a part of their business model include the procurement of local food supplies, practicing portion control and incorporating sustainable packaging materials into the business model. Information about these initiatives ensures that the customers acquire trust, thus creating a market of highly regarded green consumers [108]. Specifically, source credibility related to interactive displays, digital menus, or via staff narratives do provide a great amount of informative content for consumers about sustainable practices, and therefore enhances consumers’ behavioral intention to eat in heritage restaurants.

Furthermore, the results indicate that incorporating the authentic sustainability model can help identify and promote heritage restaurants as distinctive and appealing niche products in the regional tourism environment. Executives in policymaking institutions, relevant ministries, and state and regional tourism committees can include information about heritage restaurants in travel advertisements as an essential part of the food tourism offerings. By presenting meaningful cultural and environmental values, restaurants can expand their presence for global tourists and consumers.

Finally, the use of environmentally and organizationally sustainable and genuine strategies that promote customer patronage is beneficial. When arts venue organizations can adopt their appearances to the image of the current consumer-centric and sustainable restaurant experience, this forms a long-term customer relationship. Many such initiatives not only improve customer experiences but also play a part in practicing more responsible types of tourism and preserving values of culture. Culture, nature, tradition, the contemporary customer base, as well as the potential for continuing the preservation of the sustainable development paradigm in the fields of gastronomy and tourism, can be attributed to the successes achieved by implementing heritage restaurants [109].

6.3. Limitation and Future Research

This study has the following limitations that need to be taken into account. The centrality of heritage restaurants in Hail, KSA constrains the generalization of the findings to other cultural and regional contexts. Additionally, since consumers completed the survey online and were requested to rate their perceptions, there could be a social desirability bias that influenced the consumer ratings on GCON and authenticity perceptions. Future studies might overcome these limitations by increasing the ethnic diversity of contexts in which the research takes place and using panel designs to detect changes in consumers’ behavior with time [110]. Thus, the extension of this line of research and preliminary exploration of other digital interventions, for instance, the impact of social networking sites as a tool for actualism, the promotion of sustainable consumption, as well as experimental investigations of the relationships between authenticity, GCON, and behavioral intentions, would immensely expand the understanding of the topic and contribute to the development of theory and practice [111]. Future research investigating sustainable consumption behavior in hotel restaurants should examine how perceived authenticity interacts with situational factors, since sustainability has gained increased attention in the hospitality industry. Research should analyze whether authentic dining experiences decrease hotel breakfast buffet waste through increasing guests’ mindfulness regarding their food consumption. Research into interventions featuring portion control as well as educational signage and cultural storytelling can help us better understand how authenticity shapes sustainable guest conduct at hotel restaurants.