The Communication Model for Promoting the Low-Carbon Society Concept in the Restaurant Business for Sustainability in Surat Thani Province

Abstract

Purpose: This study aimed to examine how restaurant entrepreneurs in Surat Thani Province communicate low-carbon practices, how consumers perceive these efforts, and to develop an effective communication model for promoting sustainability within the restaurant sector. Research design, data and methodology: A mixed-methods approach was employed. Qualitative data were collected through interviews with 23 restaurant entrepreneurs selected by purposive sampling, and analyzed using content analysis. Quantitative data were obtained from 180 customers through a validated questionnaire, and analyzed with descriptive statistics. Results and conclusions: The finding revealed that entrepreneurs promoted low-carbon practices through the use of local ingredients, energy conservation, and waste management. They communicated these efforts through social media, government channels, and community networks. Consumers were generally aware of tangible actions like reusable containers and eco-friendly packaging, but paid less attention to less visible practices like food waste reduction. Based on these insights, the study proposes an integrated communication model that combines both online and offline strategies to effectively promote environmental responsibility among restaurant operators and consumers.