IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i4p1905-d500256.html
   My bibliography  Save this article

Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects

Author

Listed:
  • Jinsoo Hwang

    (Department of Food Service, The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Hyunjoon Kim

    (The Department of Tourism Management, The College of Business Administration, Dong-A University, Busan 49236, Korea)

Abstract

This study analyzed the psychological benefits of environmentally friendly edible insect restaurants, by proposing that three subdimensions of psychological benefits positively affect attitude. Attitude was hypothesized to play an important role in the formation of desire and two subdimensions of behavioral intentions: intentions to use and willingness to pay more. A research model was verified using responses from 419 respondents collected in Korea. Data analysis indicated that (1) warm glow, (2) self-expressive benefits, and (3) nature experiences form attitude and that attitude helps to increase desire, which in turn positively enhances behavioral intentions. The data analysis results supported the importance of the psychological benefits of environmentally friendly edible insect restaurants.

Suggested Citation

  • Jinsoo Hwang & Hyunjoon Kim, 2021. "Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:4:p:1905-:d:500256
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/4/1905/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/18/4/1905/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Amihai Glazer & Kai A. Konrad, 2008. "A Signaling Explanation for Charity," Springer Books, in: Roger D. Congleton & Kai A. Konrad & Arye L. Hillman (ed.), 40 Years of Research on Rent Seeking 2, pages 713-722, Springer.
    2. Brekke, Kjell Arne & Kverndokk, Snorre & Nyborg, Karine, 2003. "An economic model of moral motivation," Journal of Public Economics, Elsevier, vol. 87(9-10), pages 1967-1983, September.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Molina-Azorín, Jose F. & Tarí, Juan José & Pereira-Moliner, Jorge & López-Gamero, María D. & Pertusa-Ortega, Eva M., 2015. "The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry," Tourism Management, Elsevier, vol. 50(C), pages 41-54.
    5. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    6. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.
    7. Ma, Chunbo & Burton, Michael, 2016. "Warm glow from green power: Evidence from Australian electricity consumers," Journal of Environmental Economics and Management, Elsevier, vol. 78(C), pages 106-120.
    8. Luzar, E. Jane & Cosse, Kelli J., 1998. "Willingness to pay or intention to pay: The attitude-behavior relationship in contingent valuation," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 27(3), pages 427-444.
    9. Kevin E. Trenberth & Aiguo Dai & Gerard van der Schrier & Philip D. Jones & Jonathan Barichivich & Keith R. Briffa & Justin Sheffield, 2014. "Global warming and changes in drought," Nature Climate Change, Nature, vol. 4(1), pages 17-22, January.
    10. Yong Liu & Dewei Yang & Hengzhou Xu, 2017. "Factors Influencing Consumer Willingness to Pay for Low‐Carbon Products: A Simulation Study in China," Business Strategy and the Environment, Wiley Blackwell, vol. 26(7), pages 972-984, November.
    11. Roland Menges & Carsten Schroeder & Stefan Traub, 2005. "Altruism, Warm Glow and the Willingness-to-Donate for Green Electricity: An Artefactual Field Experiment," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 31(4), pages 431-458, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Patcharaporn Mahasuweerachai & Chompoonut Suttikun, 2022. "The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants," Sustainability, MDPI, vol. 14(17), pages 1-13, August.
    2. Heather Markham Kim & In-Hye Lee & Kyuhyeon Joo & JungHoon (Jay) Lee & Jinsoo Hwang, 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    3. Heather Markham Kim & Kyuhyeon Joo & Jinsoo Hwang, 2022. "Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control," Sustainability, MDPI, vol. 14(16), pages 1-15, August.
    4. Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2023. "Consequences of Psychological Benefits in the Context of Eco-Friendly Indoor Smart Farm Restaurants: The Moderating Role of Curiosity," Sustainability, MDPI, vol. 15(21), pages 1-18, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jinsoo Hwang & Jung Kyu Choi, 2017. "An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender," Sustainability, MDPI, vol. 10(1), pages 1-17, December.
    2. Motz, Alessandra, 2021. "Consumer acceptance of the energy transition in Switzerland: The role of attitudes explained through a hybrid discrete choice model," Energy Policy, Elsevier, vol. 151(C).
    3. Litvine, Dorian & Wüstenhagen, Rolf, 2011. "Helping "light green" consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market," Ecological Economics, Elsevier, vol. 70(3), pages 462-474, January.
    4. Heather Markham Kim & In-Hye Lee & Kyuhyeon Joo & JungHoon (Jay) Lee & Jinsoo Hwang, 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    5. Ying-Kai Liao & Wann-Yih Wu & Thi-That Pham, 2020. "Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    6. Li, Zhengtao & Hu, Bin, 2018. "Perceived health risk, environmental knowledge, and contingent valuation for improving air quality: New evidence from the Jinchuan mining area in China," Economics & Human Biology, Elsevier, vol. 31(C), pages 54-68.
    7. Jen Shang & Rachel Croson, 2009. "A Field Experiment in Charitable Contribution: The Impact of Social Information on the Voluntary Provision of Public Goods," Economic Journal, Royal Economic Society, vol. 119(540), pages 1422-1439, October.
    8. Ojea, Elena & Loureiro, Maria L., 2007. "Altruistic, egoistic and biospheric values in willingness to pay (WTP) for wildlife," Ecological Economics, Elsevier, vol. 63(4), pages 807-814, September.
    9. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.
    10. Luo, Wen & Mineo, Keito & Matsushita, Koji & Kanzaki, Mamoru, 2018. "Consumer willingness to pay for modern wooden structures: A comparison between China and Japan," Forest Policy and Economics, Elsevier, vol. 91(C), pages 84-93.
    11. Briguglio, Marie & Delaney, Liam & Wood, Alex, 2018. "Partisanship, priming and participation in public-good schemes," European Journal of Political Economy, Elsevier, vol. 55(C), pages 136-150.
    12. Jinkyung Jenny Kim & Antonio Ariza Montes & Heesup Han, 2021. "The Role of Expected Benefits towards Smart Hotels in Shaping Customer Behavior: Comparison by Age and Gender," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    13. Kuppelwieser, Volker G. & Klaus, Phil & Manthiou, Aikaterini & Boujena, Othman, 2019. "Consumer responses to planned obsolescence," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 157-165.
    14. Aka, Salih & Buyukdag, Naci, 2021. "How to prevent food waste behaviour? A deep empirical research," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Osakwe, Christian Nedu & Hudik, Marek & Říha, David & Stros, Michael & Ramayah, T., 2022. "Critical factors characterizing consumers’ intentions to use drones for last-mile delivery: Does delivery risk matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    16. Rachel Croson & Nicolas Treich, 2014. "Behavioral Environmental Economics: Promises and Challenges," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 58(3), pages 335-351, July.
    17. Heesup Han & Antonio Ariza-Montes & Pilar Tirado-Valencia & Soyeun Lee, 2020. "Volunteering Attitude, Mental Well-Being, and Loyalty for the Non-Profit Religious Organization of Volunteer Tourism," Sustainability, MDPI, vol. 12(11), pages 1-16, June.
    18. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    19. Ezzine-de-Blas, Driss & Corbera, Esteve & Lapeyre, Renaud, 2019. "Payments for Environmental Services and Motivation Crowding: Towards a Conceptual Framework," Ecological Economics, Elsevier, vol. 156(C), pages 434-443.
    20. Heinz Welsch & Jan Kühling, 2016. "Green status seeking and endogenous reference standards," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 18(4), pages 625-643, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:4:p:1905-:d:500256. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.