TY - JOUR
T1 - Motivations behind Consumers’ Organic Menu Choices
T2 - The Role of Environmental Concern, Social Value, and Health Consciousness
AU - Shin, Yeon Ho
AU - Im, Jinyoung
AU - Jung, Seung Eun
AU - Severt, Kimberly
N1 - Publisher Copyright:
© 2018, © 2018 Taylor & Francis Group, LLC.
PY - 2019/1/2
Y1 - 2019/1/2
N2 - This study aimed to examine underlying motivations of consumers’ intention to visit a restaurant featuring organic menu items and willingness to pay (WTP) for organic menu items. In particular, this study incorporated environmental concerns, social value, and health consciousness as key motivators. An online survey was conducted with a self-administered questionnaire, and a total of 473 responses were analyzed using structural equation modeling. The results showed that environmental concern was the strongest predictor of WTP, followed by social value and health consciousness, whereas health consciousness was the most influential factor on intention to visit, followed by social value and environmental concern.
AB - This study aimed to examine underlying motivations of consumers’ intention to visit a restaurant featuring organic menu items and willingness to pay (WTP) for organic menu items. In particular, this study incorporated environmental concerns, social value, and health consciousness as key motivators. An online survey was conducted with a self-administered questionnaire, and a total of 473 responses were analyzed using structural equation modeling. The results showed that environmental concern was the strongest predictor of WTP, followed by social value and health consciousness, whereas health consciousness was the most influential factor on intention to visit, followed by social value and environmental concern.
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U2 - 10.1080/1528008X.2018.1483288
DO - 10.1080/1528008X.2018.1483288
M3 - Article
AN - SCOPUS:85048066435
SN - 1528-008X
VL - 20
SP - 107
EP - 122
JO - Journal of Quality Assurance in Hospitality and Tourism
JF - Journal of Quality Assurance in Hospitality and Tourism
IS - 1
ER -