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 language | English |
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Pages (from-to) | 329-356 |
Number of pages | 28 |
Journal | Journal of Hospitality and Tourism Research |
Volume | 41 |
Issue number | 3 |
DOIs | |
Publication status | Published - 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