Green or greed? Generational perspectives of sustainability claims in restaurants

The 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 (C...

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Bibliographic Details
Published in:Family and consumer sciences research journal 2024-03, Vol.52 (3), p.163-177
Main Authors: Mahasuweerachai, Patcharaporn, Suttikun, Chompoonut, Bicksler, William Hamilton
Format: Article
Language:English
Subjects:
Analysis of covariance
Consumers
Egoism
Structural equation modeling
Sustainability
Sustainable practices
Value
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Summary:The 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.
ISSN:1077-727X
1552-3934
DOI:10.1111/fcsr.12500