Are Consumers Willing to Pay more for Green Practices at Restaurants?

Young Namkung, Soocheong (Shawn) Jang

Research output: Contribution to journalArticlepeer-review

172 Citations (Scopus)

Abstract

This study examines customers’ willingness to pay more for green practices in restaurants using hypothetical scenarios. The objective of this study is to investigate the characteristics of consumers with a higher willingness to pay more and examine the relationship between consumers’ perceptions of green brand image and their willingness to pay more for a restaurant’s green practices. A total of 334 responses showed that more than two-thirds of restaurant customers would be willing to pay extra money for green restaurant practices. Age, previous experience, involvement, and self-perception were found to be significant in accessing consumers’ willingness to pay more for green practices in restaurants. In addition, the results showed that customers with a strong likelihood to pay more for green practices had higher perceptions of green brand image than those who were less likely to pay extra.

Original languageEnglish
Pages (from-to)329-356
Number of pages28
JournalJournal of Hospitality and Tourism Research
Volume41
Issue number3
DOIs
Publication statusPublished - 1 Mar 2017

Bibliographical note

Publisher Copyright:
© 2014, © The Author(s) 2014.

Keywords

  • green brand image
  • green practices
  • personal characteristics
  • restaurant
  • willingness to pay more

Fingerprint

Dive into the research topics of 'Are Consumers Willing to Pay more for Green Practices at Restaurants?'. Together they form a unique fingerprint.

Cite this