IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i7p1987-d219621.html
   My bibliography  Save this article

Sustainability Development in Hospitality: The Effect of Perceived Value on Customers’ Green Restaurant Behavioral Intention

Author

Listed:
  • Yi-Man Teng

    (College of Commerce, Yango University, Fuzhou 350015, China)

  • Kun-Shan Wu

    (Department of Business Administration, Tamkang University, Taipei 25137, Taiwan)

Abstract

Recently, sustainability management has developed in the hospitality industry. Green restaurants have been progressively joining the hospitality industry. Consumer patronage determines the sustainable development of the green restaurant. This paper aims to explore the structural relationships among perceived values (hedonic and utilitarian values), consumer preference and behavior intentions of the green restaurant. A total of 278 valid questionnaires were collected, and the partial least squares (PLS) method was utilized to measure and test the research hypotheses. The study presents empirical evidence showing that hedonic and utilitarian values have significantly and positively affected consumer preferences for green restaurants and that utilitarian value and customer preferences have significantly and positively influenced behavior intentions of green restaurant. Furthermore, the results also demonstrate that consumer preferences partially mediate the relationships between utilitarian value and behavior intentions of the green restaurant. Finally, theoretical and practical implications are discussed and suggestions for future research are provided.

Suggested Citation

  • Yi-Man Teng & Kun-Shan Wu, 2019. "Sustainability Development in Hospitality: The Effect of Perceived Value on Customers’ Green Restaurant Behavioral Intention," Sustainability, MDPI, vol. 11(7), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:7:p:1987-:d:219621
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/7/1987/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/7/1987/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Carpenter, Jason M. & Moore, Marguerite, 2009. "Utilitarian and hedonic shopping value in the US discount sector," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 68-74.
    2. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    3. Lee, Min-Young & Kim, Youn-Kyung & Fairhurst, Ann, 2009. "Shopping value in online auctions: Their antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 75-82.
    4. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    5. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    6. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    7. Carpenter, Jason M., 2008. "Consumer shopping value, satisfaction and loyalty in discount retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 358-363.
    8. Yi-Man Teng & Kun-Shan Wu & Di-Man Huang, 2014. "The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit," Sustainability, MDPI, vol. 6(12), pages 1-20, December.
    9. Sheng-Fang Chou & Jeou-Shyan Horng & Chih-Hsing Liu & Yung-Chuan Huang & Yu-Chun Chung, 2016. "Expert Concepts of Sustainable Service Innovation in Restaurants in Taiwan," Sustainability, MDPI, vol. 8(8), pages 1-19, August.
    10. Yi Shan Yu & Min Luo & Dong Hong Zhu, 2018. "The Effect of Quality Attributes on Visiting Consumers’ Patronage Intentions of Green Restaurants," Sustainability, MDPI, vol. 10(4), pages 1-14, April.
    11. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    12. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, 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. Yuying Huang & C. Michael Hall, 2023. "Locality in the Promoted Sustainability Practices of Michelin-Starred Restaurants," Sustainability, MDPI, vol. 15(4), pages 1-18, February.
    2. Kumju Hwang & Bora Lee & Juhee Hahn, 2020. "Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    3. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    4. Ahmed Hassan Abdou & Thowayeb H. Hassan & Amany E. Salem & Mohamed Ahmed Elsaied & Ahmed Anwar Elsaed, 2022. "Determinants and Consequences of Green Investment in the Saudi Arabian Hotel Industry," Sustainability, MDPI, vol. 14(24), pages 1-21, December.
    5. Magdy El-Sayed Hashish & Ahmed Hassan Abdou & Shaimaa Abo Khangar Mohamed & Ahmed Saleh Abo Elenain & Wagih Salama, 2022. "The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach," IJERPH, MDPI, vol. 19(23), pages 1-21, December.
    6. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    7. Ju-Hee Ko & Hee-Seog Kang & Jung-Woon Seo, 2023. "Experiential Value, Overall Image, Revisit Intention, and Willingness to Pay a Premium in the Context of Environmentally Certified Hotel Restaurants: The Moderating Effect of Environmental Consciousne," Sustainability, MDPI, vol. 15(17), pages 1-16, August.
    8. Jinsoo Hwang & Heather Markham Kim & Kyuhyeon Joo & Muhammad Nawaz & Joonho Moon, 2022. "Travelers’ Perceived Value of Robot Services in the Airline Industry: Focusing on Demographic Characteristics," Sustainability, MDPI, vol. 14(23), pages 1-12, November.
    9. Nimri, Rawan & Kralj, Anna & Shishan, Farah & Suheimat, Nouf, 2024. "To ‘green dine’ or not to ‘green dine’? Assessing the impact of beliefs and altruism," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    10. Dongwei Yan & Chenke Wang & Tianyi Sun & Decheng Wen, 2024. "The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2175-2194, May.
    11. Arun T. M. & Puneet Kaur & Alberto Ferraris & Amandeep Dhir, 2021. "What motivates the adoption of green restaurant products and services? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2224-2240, May.
    12. 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.
    13. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    14. Yen-Cheng Chen & Hsiang-Chun Lin, 2020. "Exploring Effective Sensory Experience in the Environmental Design of Sustainable Cafés," IJERPH, MDPI, vol. 17(23), pages 1-16, December.
    15. Dayanne da Costa Maynard & Renata Puppin Zandonadi & Eduardo Yoshio Nakano & Raquel Braz Assunção Botelho, 2020. "Sustainability Indicators in Restaurants: The Development of a Checklist," Sustainability, MDPI, vol. 12(10), pages 1-25, May.
    16. Tyrone T. Lin & Yu-Qi Yeh & Shu-Yen Hsu, 2022. "Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability," Sustainability, MDPI, vol. 14(24), pages 1-19, December.
    17. Hao Dong & Yang Zhang & Tianqing Chen & Juan Li, 2023. "Acceptance Intention and Behavioral Response to Soil-Testing Formula Fertilization Technology: An Empirical Study of Agricultural Land in Shaanxi Province," IJERPH, MDPI, vol. 20(2), pages 1-13, January.
    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. Yu Xiang Xia & Seong Wook Chae, 2021. "Sustainable Development of Online Group-Buying Websites: An Integrated Perspective of ECM and Relationship Marketing," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    20. Dayanne da Costa Maynard & Renata Puppin Zandonadi & Eduardo Yoshio Nakano & António Raposo & Raquel Braz Assunção Botelho, 2021. "Green Restaurants ASSessment (GRASS): A Tool for Evaluation and Classification of Restaurants Considering Sustainability Indicators," Sustainability, MDPI, vol. 13(19), pages 1-12, September.
    21. Niu, Zhipeng & Hu, Xiaowei & Qi, Shouming & Yang, Haihua & Wang, Siqing & An, Shi, 2021. "Determinants to parking mode alternatives: A model integrating technology acceptance model and satisfaction–loyalty model," Transportation Research Part A: Policy and Practice, Elsevier, vol. 152(C), pages 216-234.

    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. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    2. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    3. Ben Mimoun, Mohammed Slim & Poncin, Ingrid, 2015. "A valued agent: How ECAs affect website customers' satisfaction and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 70-82.
    4. Poncin, Ingrid & Ben Mimoun, Mohamed Slim, 2014. "The impact of “e-atmospherics†on physical stores," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 851-859.
    5. El Hedhli, Kamel & Zourrig, Haithem & Chebat, Jean-Charles, 2016. "Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 1-13.
    6. Bonnin, Gaël & Goudey, Alain, 2012. "The kinetic quality of store design: An Exploration of its influence on shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 637-643.
    7. Hsin-Hui Lin, 2011. "Gender differences in the linkage of online patronage behavior with TV-and-online shopping values," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 295-312, December.
    8. Lo, Ada & Qu, Hailin, 2015. "A theoretical model of the impact of a bundle of determinants on tourists’ visiting and shopping intentions: A case of mainland Chinese tourists," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 231-243.
    9. Bradley, Gregory T. & LaFleur, Elizabeth K., 2016. "Toward the development of hedonic-utilitarian measures of retail service," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 60-66.
    10. Lee, Jaeha & Park, Kwangsoo, 2024. "The effects of hedonic shopping values on loyalty towards small retailers: The moderating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    11. 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.
    12. Mencarelli, Rémi & Lombart, Cindy, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 12-21.
    13. Wang, Yi-Shun & Yeh, Ching-Hsuan & Liao, Yi-Wen, 2013. "What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy," International Journal of Information Management, Elsevier, vol. 33(1), pages 199-208.
    14. Babin, Barry J. & James, Kevin W. & Camp, Kerri & Jones, Robert Paul & Parker, Janna M., 2019. "Pursuing personal constructs through quality, value, and satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 33-41.
    15. Scarpi, Daniele, 2012. "Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 53-67.
    16. Lai, Fujun & Griffin, Mitch & Babin, Barry J., 2009. "How quality, value, image, and satisfaction create loyalty at a Chinese telecom," Journal of Business Research, Elsevier, vol. 62(10), pages 980-986, October.
    17. Hsin-Hui Lee & Chia-Hsing Liang & Shu-Yi Liao & Han-Shen Chen, 2019. "Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model," Sustainability, MDPI, vol. 11(20), pages 1-12, October.
    18. Heetae Yang & Hwansoo Lee, 2019. "Understanding user behavior of virtual personal assistant devices," Information Systems and e-Business Management, Springer, vol. 17(1), pages 65-87, March.
    19. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.

    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:jsusta:v:11:y:2019:i:7:p:1987-:d:219621. 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.