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The gradual ageing of global population has necessitated the creation of conducive and supportive food and beverage environments for older adults. This study identifies the key evaluation criteria for senior-friendly restaurants and examines the importance of each criterion.

This study uses the fuzzy analytic hierarchy process (FAHP) to synthesis the key evaluation criteria for senior-friendly restaurants and analyses the weights of these criteria. It identifies and prioritises four main criteria and twenty sub-criteria in the hierarchical framework by employing the sophisticated approach.

The results indicate that the main criteria ranked by importance are “barrier-free environment”, “food quality”, “service quality” and “corporate social responsibility (CSR)”. There are five most important sub-criteria, such as “simple and intuitive use” and “perceptible information” belonging to the main criterion “barrier-free environment”, “hygiene and safety” and “food freshness” belonging to the main criterion “food quality” and “assurance” belonging to “service quality”. Incorporating the analytical findings, this study suggests the key evaluation criteria to facilitate the construction and development of senior-friendly restaurants.

The precisely hierarchical model and key criteria proposed in this study provide clear guidelines for managers of senior-friendly restaurants to develop feasible strategies and also contribute to the theoretical development of food-friendly environments and services for elderly consumers.

A considerable amount of research suggests that the way information is processed may influence a purchasing decision; however, this seems to be an issue rarely investigated in green marketing studies. Therefore, the purpose of this paper is to draw on the literature related to the Heuristic-Systematic Model of information processing to provide a deeper insight into the factors affecting pro-environmental behavior intention.

The framework highlights the moderator role of environmental motivation and environmental knowledge in the relationships among message framing and pro-environmental behavior intention. The study used an internet survey to help reduce the social desirability bias associated with a face-to-face survey. In total, 497 questionnaires were collected, of which 68 were invalid and 429 were valid.

The results indicate that it might be beneficial for green marketing proprietors to provide product-related information stressing the potential negative consequences of not buying organic food products. This effect, however, is moderated by the degree of the customer’s environmental motivation and environmental knowledge.

This stands in marked contrast to the traditional information which emphasizes the positive consequences to motivate customers to purchase organic food products.