Legacy matters: Encouraging willingness to pay a premium for environmentally friendly off-premises food packaging

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Hospitality Management Pub Date : 2024-12-04 DOI:10.1016/j.ijhm.2024.104037

Muhammet Kesgin , Ali Selçuk Can , Li Ding , Mark Legg , Dylan Schuler

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Abstract

Encouraging consumers to pay a premium for environmentally friendly food packaging is vital. This study examines consumers’ willingness to pay a premium for environmentally friendly (reusable and sustainable) compared to single-use plastics (conventional) off-premises food packaging. Using the stimulus-organism-response theory, two experimental studies were conducted. Study 1 shows the direct influence of environmentally friendly food packaging on consumer willingness to pay a premium for off-premises food packaging, and its indirect influence via pro-environmental self-identity and moral judgment. Study 2 confirms the indirect effects, while supporting the main effect only for the reusable option. This study also reveals that reputation and impact legacy motives moderate the serial mediation effect through pro-environmental self-identity and moral judgment. The findings suggest that foodservice businesses can encourage consumers, particularly those with strong legacy motives, to pay a premium for environmentally friendly off-premises food packaging by creating message appeals to their pro-environmental self-identity and moral judgment.

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遗产问题：鼓励愿意为环境友好的外部食品包装支付额外费用

鼓励消费者为环保食品包装支付额外费用至关重要。这项研究调查了消费者愿意为环保（可重复使用和可持续）支付额外费用，而不是一次性塑料（传统）外部食品包装。利用刺激-生物-反应理论，进行了两项实验研究。研究1显示了环境友好型食品包装对消费者购买外包装溢价意愿的直接影响，以及通过亲环境自我认同和道德判断产生的间接影响。研究2证实了间接影响，而只支持可重复使用选项的主要影响。声誉动机和影响遗产动机通过亲环境自我认同和道德判断调节了序列中介效应。研究结果表明，餐饮服务企业可以鼓励消费者，特别是那些有强烈遗产动机的消费者，通过创造信息来吸引他们的环保自我认同和道德判断，为环保的外部食品包装支付额外的费用。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.