Philippine E-Journals

Perception of LOHAS (Lifestyle Health and Sustainability) in the Concept of Various Green Restaurant in Los Banos, Laguna

Warren E. Campos | Nikki Isabel E. Vivares | Kristein Nicole Z. Zabala

 

Abstract:

This research determined the demographic profile of LOHAS consumers and their values, beliefs and advocacy and their perception toward the concept of two green restaurants namely Atticus’ Kobe’s Garden Café, and Ginhawa Arts Café; Crafts and Arts Asian Café. Several studies showed that these LOHAS (Lifestyle of Health and Sustainability) consumers were rapidly growing. Survey questionnaires adopted from National Market Institute were used to determine the demographic profile - the LOHAS, their values, beliefs and advocacy. From Ginhawa Arts Café: Crafts and Arts Asian Café, 40 were identified as LOHAS, 57 were from NOMADIC, 13 were from CENTRIST group and 10 belongs to INDIFFERENT group. Most of the LOHAS customers from this restaurant were female students. Researchers gathered 14 LOHAS in Atticus’ Kobe’s Garden Café, 10 were NOMADIC, three were CENTRIST and three were from INDIFFERENT group. The survey likewise determined their perception toward the concept of the two green restaurants. Based on the findings, Atticus’ Kobe’s Garden Café got an excellent rating on cleanliness (4.71) and timeliness and orderliness (4.57). They earned a good rating on price (4.43) and taste and temperature (4.36). Overall, LOHAS perceived the concept of Atticus’ Kobe’s Garden Café was good (4.37). On the other hand, Ginhawa Arts Café got a good rating on timeliness and courtesy, comfort (4.00) and price (3.75). LOHAS perceived the overall concept of Ginhawa Arts Café was good (3.97). Thus, LOHAS market exists in Los Banos Laguna, and its type of consumers will potentially grow.