The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants

Patcharaporn Mahasuweerachai and Chompoonut Suttikun ()
Additional contact information
Patcharaporn Mahasuweerachai: Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen 40002, Thailand
Chompoonut Suttikun: Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen 40002, Thailand

Sustainability, 2022, vol. 14, issue 17, 1-13

Abstract: Compared to other generations, Generation Z (Gen Z) tend to be more concerned with environmental problems, prefer healthier food options, and are willing to pay premium prices for eco-friendly food products. Until now, however, this market segment had not been the focus of any sustainability research in the restaurant context. The present study fills this gap while exploring if green self-identity (one’s alignment with environmental concerns) influences perceptions of green restaurants (one’s perceived image of green restaurants) and warm glow feeling (one’s good feeling from patronizing green restaurants), which in turn affect willingness to pay. Data was collected from 388 Gen Z participants through a questionnaire survey, and covariance-based structural equation modeling (CB-SEM) was used to examine the study’s model. The results indicate warm glow is generated when individuals with green self-identity acknowledge restaurants are using green practices, which in turn influences their willingness to pay at green restaurants. Additionally, the findings of this study advance the theoretical viewpoints for social exchange theory (SET), identity theory, and green consumption in the restaurant industry. For practical implementation, restaurateurs can improve their businesses by developing their green image, initiating green design, and incorporating eco-friendly activities to enhance patrons’ dining experience.

Keywords: green self-identity; green restaurant image; warm glow; willingness to buy; theory of self-identity; social exchange theory (SET); generation Z; green restaurants (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/17/10539/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/17/10539/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:17:p:10539-:d:896133

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().