Patcharaporn Mahasuweerachai, Chompoonut Suttikun, William Hamilton Bicksler
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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.
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.
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