Consumer Perceptions of Digital Ordering and Payment Systems in Restaurants: Sustainability and Efficiency Perspectives

Authors

  • Daniel Schwarz

Keywords:

Gastronomy, Consumer Experience, Digital Order and Pay, Sustainability, Efficiency, Usability, Digitalization

Abstract

The advance of digitization has transformed the gastronomy industry. This is particularly evident in digital ordering and payment systems. These systems offer restaurants the opportunity to optimize processes, operate in a more resource-efficient manner, and simultaneously increase customer satisfaction. This study examined the perception and acceptance of such systems, as well as their potential impact on sustainability, efficiency, and decision-making behavior. Using a comprehensive survey, data from over 1300 restaurant guests were collected. The results show a high level of acceptance of digital technologies, particularly in the areas of cashless payments and personalization of orders. Simultaneously, there is the potential to promote guests’ sustainable decisions through targeted functions. The analysis also shows that guests increasingly expect information on the sustainability of digital offers and that the use of digital feedback functions is limited to a smaller proportion of users. The study presents specific recommendations for the further development of digital systems, particularly in areas such as increasing efficiency, user friendliness, and sustainable consumer behavior.

 

Author Biography

  • Daniel Schwarz

    University of Library Studies and Information Technologies, Sofia, Bulgaria, Daniel Schwarz, Albisriederstrasse 360, 8047 Zurich, Switzerland

References

[1]. T. Shimmura, S. Ohura (2021). “Digital Ordering Improves Labor Productivity in Multiproduct Restaurants”. 198-205. Available: https://doi.org/10.1007/978-3-030-85906-0_22 [Feb 15, 2025]

[2]. S. Zöller. Yes to Digitalization. Wiesbaden: Springer Gabler, 2019.

[3]. F. D. Davis. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”. MIS Quarterly, 13(3), 319–340. Available: https://doi.org/10.2307/249008 [Feb 4, 2025]

[4]. V. Venkatesh, M. G. Morris, G. B. Davis, F. D. Davis. (2003). “User Acceptance of Information Technology: Toward a Unified View”. MIS Quarterly, 27(3), 425–478. Available: https://doi.org/10.2307/30036540 [Jan 26, 2025]

[5]. P. C. Lee, S. Sun, R. Law, A. Lee. (2016). “Perception of Attributes and Readiness for Educational Technology: Hospitality Management Students’ Perspectives”. Journal of Hospitality & Tourism Education. 28. 142-154. 10.1080/10963758.2016.1189832. Available: https://www.researchgate.net/publication/305460730_Perception_of_Attributes_and_Readiness_for_Educational_Technology_Hospitality_Management_Students'_Perspectives [Jan 20, 2025]

[6]. A. Hildebrandt, W. Landhäusser (Eds.). CSR and the Energy Industry. 2. Auflage. Wiesbaden: Springer Gabler, 2019.

[7]. S. Stomporowski, B. Laux. Acting Sustainably in the Hotel and Hospitality Industry: Successfully Introducing and Implementing Measures. München: UVK Verlag, 2019.

[8]. M. Speck, C. Liedtke, L. Hennes, X. El Mourabit, L. Wagner. Shaping Sustainable Food Systems and Consumption Patterns: Current Research Findings on Sustainable Nutrition at the Wuppertal Institute. Wuppertal: Institut für Klima, Umwelt, Energie, 2021.

[9]. G. Matuszek. Sustainability Management. Wiesbaden: Springer Gabler, 2013.

[10]. I. Vermeir, W. Verbeke. (2006). “Sustainable Food Consumption: Exploring the Consumer Attitude – Behavioral Intention Gap”. Journal of Agricultural and Environmental Ethics. 19. 169-194. 10.1007/s10806-005-5485-3 [Feb 8, 2025]

[11]. K. White, R. Habib, D. J. Hardisty. (2019). “How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework”. Journal of Marketing, 83(3), 22-49. Available: https://doi.org/10.1177/0022242919825649 [Feb 8, 2025]

[12]. R. Thaler, C. Sunstein. Nudge: Improving Decisions about Health, Wealth, and Happiness. 2008.

[13]. S. Shin, M. Cho. Green Supply Chain Management Implemented by Suppliers as Drivers for SMEs Environmental Growth with a Focus on the Restaurant Industry. Seoul: College of Hotel and Tourism Management, Kyung Hee University, 2022.

[14]. K. Anstätt, F. Bertagnolli, M. Schmidt (Eds.). Resource Efficiency and Sustainability. Wiesbaden: Springer Gabler, 2022.

[15]. W. Wellbrock, D. Ludin (Eds.). Sustainable Procurement Management – Strategies, Case Studies, Digitalization. Wiesbaden: Springer Gabler, 2019.

[16]. C. Willers (Ed.). CSR and the Food Industry: Sustainable Business Practices Along the Food Value Chain. Wiesbaden, Springer Gabler, 2016.

[17]. P. J. J. Welfens. Climate Protection Policy – The End of the Comfort Zone: New Economic and International Perspectives on the Climate Debate. Wiesbaden, Springer Gabler, 2019.

[18]. M. Casati, C. Soregaroli, J. Rommel, G. Luzzani, S. Stranieri. (2023). “Please keep ordering! A natural field experiment assessing a carbon label introduction”. Food Policy. Available: https://doi.org/10.1016/j.foodpol.2023.102523 [Feb 27, 2025]

[19]. G. Holenweger, S. Stöckli, A. Brügger. (2023). “Carbon footprint labels involving traffic lights foster sustainable food choices”. Food Quality and Preference. Available: https://doi.org/10.1016/j.foodqual.2023.104813 [Jan 27, 2025]

Downloads

Published

2025-10-11

Issue

Section

Articles

How to Cite

Daniel Schwarz. (2025). Consumer Perceptions of Digital Ordering and Payment Systems in Restaurants: Sustainability and Efficiency Perspectives. International Journal of Sciences: Basic and Applied Research (IJSBAR), 78(1), 135-154. https://www.gssrr.org/JournalOfBasicAndApplied/article/view/17605