The Role of sustainable Practices in Shaping Customer Behavior in Latvian
Restaurants Chains.

The aim of this work is to investigate customers' attitudes towards sustainable practices implemented in fast food restaurants. In the context of modern ecological and social challenges, sustainable development is becoming an important part of business strategy, and fast food restaurants are starting to adopt various eco-friendly approaches, such as using environmentally clean packaging, minimizing food waste, improving energy efficiency, and supporting social initiatives. The work includes a theoretical overview of existing sustainable practices in the restaurant industry, as well as an empirical study aimed at examining customer perceptions of these practices. To collect data, customer surveys from fast food restaurants were used. Special attention was given to the analysis of factors influencing consumers' attitudes towards sustainable practices, such as age, education level, and income. The study results showed that most customers are not fully aware of the benefits of sustainable practices in fast food restaurants. The conclusion of the work provides recommendations for fast food restaurants on improving the perception of sustainable practices and increasing customer loyalty.