Green or greed? Generational perspectives of sustainability claims in restaurants-Reference-Cited by-同舟云学术

Green or greed? Generational perspectives of sustainability claims in restaurants

Published:2024-01-23 Issue: Volume: Page:
ISSN:1077-727X
Container-title:Family and Consumer Sciences Research Journal
language:en
Short-container-title:Family & Consum Sci Res J

Author:

Mahasuweerachai Patcharaporn¹^ORCID,Suttikun Chompoonut¹^ORCID,Bicksler William Hamilton²

Affiliation:

1. Hospitality and Event Management Division, Faculty of Business Administration and Accountancy Khon Kaen University Khon Kaen Thailand

2. Communication Art Division Khon Kaen University International College, Khon Kaen University Khon Kaen Thailand

Abstract

AbstractThe aim of this study was to develop a model connecting perceptions of restaurants' motives for applying sustainable practices with feelings of warmth, thus resulting in perceived value and willingness to pay premium prices (WTPP). Using two‐step covariance‐based structural equation modeling (CB‐SEM), data from 429 Thai customers revealed that positive images and warm glow result when customers perceive operators’ motives as altruistic, impacting perceived sustainability value and WTPP. Generation analysis showed its moderating effect on the relationship between perceptions of egoism motive and warm glow feelings.

Publisher

Wiley

Subject

Sociology and Political Science,Cultural Studies,General Earth and Planetary Sciences,General Environmental Science

Link

https://onlinelibrary.wiley.com/doi/pdf/10.1111/fcsr.12500

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