绿色还是贪婪？从不同世代的角度看餐馆的可持续发展诉求

IF 1.3 Q3 FAMILY STUDIES

Family & Consumer Sciences Research Journal Pub Date : 2024-01-23 DOI:10.1111/fcsr.12500

Patcharaporn Mahasuweerachai, Chompoonut Suttikun, William Hamilton Bicksler

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引用次数: 0

摘要

本研究旨在建立一个模型，将人们对餐馆采用可持续做法的动机的看法与温暖感联系起来，从而产生感知价值和溢价支付意愿（WTPP）。通过使用基于协方差的两步结构方程模型（CB-SEM），来自 429 位泰国顾客的数据显示，当顾客认为经营者的动机是利他主义时，就会产生积极的形象和温暖的感觉，从而影响可持续发展感知价值和 WTPP。代际分析表明，利己主义动机感知与温暖光辉感之间的关系具有调节作用。

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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 (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.

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来源期刊

Family & Consumer Sciences Research Journal FAMILY STUDIES-

CiteScore

1.70

自引率

28.60%

发文量

期刊介绍： Publishing original research and scholarly reviews in areas of family and consumer sciences and related disciplines, Family & Consumer Sciences Research Journal is concerned with the general well-being of families and individuals, including such areas as child and family studies; clothing and textiles; consumer sciences education; family economics and management; food and nutrition; and housing, equipment, and design.