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

Author

Listed:
  • 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)

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.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10339-:d:460142
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    References listed on IDEAS

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    1. Chang Mo Jung & Won‐Moo Hur, 2022. "How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1676-1688, September.

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