Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior

Kumju Hwang, Bora Lee and Juhee Hahn
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Kumju Hwang: College of Business and Economics, Chung-Ang University, Seoul 06974, Korea
Bora Lee: The Graduate School, Chung-Ang University, Seoul 06974, Korea
Juhee Hahn: College of Business and Economics, Chung-Ang University, Seoul 06974, Korea

Sustainability, 2020, vol. 12, issue 24, 1-19

Abstract: This study explored green restaurant consumers’ self-actualization and self-transcendence motivations that drive customer citizenship behavior (CCB). A survey of green restaurant consumers was administered, and structural equation modeling (SEM) analysis was performed. The findings indicate the presence of positive associations between pride and self-actualization, and healthy social narcissism and self-transcendence. This study also found a positive relationship between self-actualization and self-transcendence, and they are positively associated with CCB. Interestingly, the findings suggest that green restaurant consumers’ pride, self-actualization and CCB path is more dominant path vis-à-vis the path from healthy social narcissism mediated by self-transcendence to CCB.

Keywords: green restaurant consumers’ pride; healthy social narcissism; self-actualization; self-transcendence; customer citizenship behavior; SEM (structural equation modeling) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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