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Our theoretical framework was designed to explain customers’ decision-making process for (adopting/using?) environmentally responsible products in an eco-friendly coffee shop. We employed theory of planned behavior (TPB) and value-attitude-belief (VAB) to test their parallel mediating effect on attitudes toward environmental behavior (ATEB), perceived marketplace influence (PMI), and overall image (OI) as well as the moderating effect of switching cost (SC) on pro-environmental behavioral intentions. Data were collected through a survey of 527 customers who frequently visited a coffee shop in Korea, and structural equation modeling (SEM) was used to test the research hypotheses. The findings generally supported the hypothesized associations of the study variables within our proposed theoretical framework (ATEB, PMI, and OI of the parallel mediating effect on pro-environmental behavioral intentions) and confirmed SC’s moderating effect. In addition, the study’s results have important 1) theoretical and 2) practical implications for the environment. 1) This study confirmed the relationship between mediating variables on PCBI and the parallel mediating effect on PCBI as demonstrated in previous studies. 2) Furthermore, these findings might lead coffee shops to voluntarily put an end to the use of disposable products such as plastic cups or straws, which carry great environmental risk.
Taeuk Kim; Sunmi Yun. How Will Changes toward Pro-Environmental Behavior Play in Customers’ Perceived Value of Environmental Concerns at Coffee Shops? Sustainability 2019, 11, 3816 .
AMA StyleTaeuk Kim, Sunmi Yun. How Will Changes toward Pro-Environmental Behavior Play in Customers’ Perceived Value of Environmental Concerns at Coffee Shops? Sustainability. 2019; 11 (14):3816.
Chicago/Turabian StyleTaeuk Kim; Sunmi Yun. 2019. "How Will Changes toward Pro-Environmental Behavior Play in Customers’ Perceived Value of Environmental Concerns at Coffee Shops?" Sustainability 11, no. 14: 3816.
Our research framework, built on the norm activation model (NAM), was designed to provide a comprehensive understanding of the formation of consumers’ pro-environmental behavioral intentions in an eco-friendly coffee shop. We employed the NAM to test its mediating effect of personal environmental norms (PEN), social environmental norms (SEN), and ascription of responsibility (AR) and the moderating effect of the overall green image (OGI) on pro-environmental behavioral intentions. Data were collected through a survey of 530 customers who frequently visited a coffee shop in Korea, and structural equation modeling (SEM) was used to test the research hypotheses. The findings generally supported the hypothesized associations of the study variables within our proposed theoretical framework (PEN, SEN, and AR in order of the mediating effect on pro-environmental behavioral intentions) and confirmed OGI’s moderating effect. In addition, the study’s results have important (1) theoretical and (2) practical implications for the environment. (1) They expand the original NAM by explaining the effect of the relationship between SEN and PEN on pro-environmental customer behavioral intentions (PCBI) and confirm the mediating effect of the NAM (SEN, PEN, AR) on PCBI, as demonstrated in previous studies. (2) Moreover, the findings herein may encourage coffee shops to participate in the prevention of environmental problems by restricting the use of products such as plastic coffee cups and straws.
Sunmi Yun; Taeuk Kim. What Do Coffee Shop Entrepreneurs Need to Do to Raise Pro-Environmental Customer Behavioral Intentions? Sustainability 2019, 11, 2666 .
AMA StyleSunmi Yun, Taeuk Kim. What Do Coffee Shop Entrepreneurs Need to Do to Raise Pro-Environmental Customer Behavioral Intentions? Sustainability. 2019; 11 (9):2666.
Chicago/Turabian StyleSunmi Yun; Taeuk Kim. 2019. "What Do Coffee Shop Entrepreneurs Need to Do to Raise Pro-Environmental Customer Behavioral Intentions?" Sustainability 11, no. 9: 2666.