ABSTRACT

Sustainability has gradually become a central concern within the hospitality industry, particularly in the context of luxury gastronomy. While fine dining has traditionally been associated with creativity, exclusivity, and technical excellence, increasing attention is now directed towards responsible sourcing, environmental impacts, and the relationship between restaurants and their local social and ecological environments. In Eastern Europe, this transition has a distinctive character, as many sustainability-related practices are not entirely new but are often embedded within long-established culinary traditions and local production systems. This study examines how consumers perceive sustainability in luxury gastronomy and explores how these perceptions influence authenticity, willingness to pay, behavioural loyalty, and perceived competitive advantage. The empirical analysis is based on a structured online survey comprising 179 valid responses, primarily collected from Eastern European consumers. The research applies descriptive statistics, reliability analysis, correlation analysis, and regression modelling to examine the relationships among the investigated constructs. The findings indicate that sustainability does not directly determine competitive advantage. Instead, its influence appears to operate primarily through perceived authenticity and, to a lesser extent, willingness to pay. Luxury restaurants that integrate sustainability practices in a consistent, credible, and experience-oriented manner are more likely to be perceived as authentic, which subsequently strengthens their competitive positioning. However, the results also demonstrate that sustainability practices are not equally visible to consumers and do not generate the same level of perceived value. Overall, the study suggests that sustainability can represent a strategic resource in luxury gastronomy, but only when it is meaningfully incorporated into the overall dining experience rather than treated as an isolated operational practice.