Effects of millennials willingness to pay on buying behaviour at ethical and socially responsible restaurants: Serial mediation analysis

Oke, Adekunle; McKenzie, Kirstie; Osobajo, Oluyomi A.; Lawani, Ama

doi:10.1016/j.ijhm.2023.103507

Cited by 7 publications

(3 citation statements)

References 48 publications

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“…On the other hand, Generation Y might feel external pressures, particularly from social media influencers and friends, which can influence their purchasing behaviors. Additionally, as access to product information increases, the expectations of Gen Y regarding products and services also rise, making them more likely to share their experiences 78 , contributing to a robust feedback and information dissemination cycle. Therefore, this contradicts our previous hypothesis H1.…”

Section: Discussionmentioning

confidence: 99%

Divergence and convergence: a cross-generational study on local food consumption

Chen,

Xu,

Tang

et al. 2024

Sci Rep

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In the context of the expanding local food market, grasping the evolutionary trajectory of consumer purchasing behavior is crucial for understanding market dynamics. This study adopts a cross-generational perspective to delve into and elucidate the similarities and differences in local food consumption behaviors between Gen Z and Gen Y. Through the analysis of online survey data from 251 individuals of Gen Z and 319 of Gen Y and utilizing the Theory of Planned Behavior as a theoretical framework, and the study identifies eight key variables. The findings reveal that while Gen Z and Gen Y exhibit a range of common characteristics in their choice of local food,including attention to word of mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.there is a significant divergence in their motivating factors for purchasing. Specifically, convenience is the primary driver for Gen Z when selecting local food; conversely, price is the decisive factor in the decision-making process of Gen Y. By unveiling these significant differences and similarities, the research offers significant understanding beneficial to the food sector, particularly in formulating market strategies targeted at different generations.

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Section: Discussionmentioning

confidence: 99%

Divergence and convergence: a cross-generational study on local food consumption

Chen,

Xu,

Tang

et al. 2024

Sci Rep

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“…Moreover, the facilitative role of social media platforms in streamlining word-of-mouth dissemination and online sharing significantly strengthens consumer recommendation behaviors and intentions [41]. Concurrently, the accessibility and efficiency of social media in disseminating CSR information bolster the likelihood of consumers endorsing firms recognized for their social responsibility [42]. Accordingly, we articulate the following hypotheses: Hypothesis 1 (H1).…”

Section: Consumer Perception and Recommendation Behaviormentioning

confidence: 93%

Consumer Citizenship Behavior in Online/Offline Shopping Contexts: Differential Impact of Consumer Perceived Value and Perceived Corporate Social Responsibility

Shen,

Du,

Huang

2024

Sustainability

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The digital era has profoundly reshaped consumer behavior, with social media and e-commerce platforms revolutionizing shopping experiences. This study integrates interviews with questionnaire survey to investigate the nuanced differences in consumer citizenship behavior (CCB) across online and offline shopping contexts, as well as the influence of consumer perceived value (CPV) and consumer perceived corporate social responsibility (CPCSR). Through the use of multiple regression and permutation tests to analyze the interplay between consumer perception and CCB, the study reveals the following: (1) CPV positively influences all four dimensions of CCB, while CPCSR significantly impacts only recommendation and feedback; (2) the influence of CPV on dimensions other than recommendation and of CPCSR on dimensions other than helping varies significantly between online and offline contexts. These results enhance our understanding of consumer behavior and offer actionable insights for businesses to build and enhance consumer connections in the digital age.

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“…Previous research has focused on analyzing consumer behavior and perceptions of green restaurants, taking into consideration a very strict market segmentation based on age (Shapoval et al 2018). Because of their socio-economic characteristics, i.e., high disposable incomes, ecofriendly concerns, and the desire to adopt eco-friendly and sustainable products (Riva et al 2022), as well as their willingness to pay extra for dining in a green restaurant (Nicolau et al 2020), most studies focused on Generation Y (millennials) (Nicolau et al 2020;Riva et al 2022;Shapoval et al 2018;Chaudhary and Bisai 2018;Ghadban et al 2021;Lo et al 2020;Oke et al 2023;Hayuningardi and Najib 2021). However, the potential of the next generation (Dolot 2018;Priporas et al 2017)-Generation Z (Dimock 2019)-has received little attention comparatively (Seemiller and Grace 2018).…”

Section: Main Characteristics Of Generation Z and Their Perceptions O...mentioning

confidence: 99%

Exploratory Study of Romanian Generation Z Perceptions of Green Restaurants

Chiciudean,

Shonkwiler,

Mureșan

et al. 2024

Administrative Sciences

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The hospitality industry has taken advantage of consumers’ increasing concerns regarding environmental issues. Worldwide, green restaurants have increased their profitability by using environmental attributes as a competitive advantage. In Romania, restaurants could profit from this new trend. This study aims to determine the perception of Generation Z consumers regarding green restaurants, since these younger consumers seem to have adopted more eco-friendly behavior compared to previous generations. Another objective of the study refers to assessing the importance of attributes relating to environmental protection and organic food when choosing a restaurant, consequently revealing a suitable market segment for this type of restaurant. In order to determine their degree of knowledge related to the concept of green restaurant, potential consuming behavior if implemented, and identifying the factors considered important when choosing a restaurant, this research compiles information from individuals belonging to Generation Z. Using principal component analysis, five factors were obtained, among which the “health and fresh food” was the most important. Based on the five dimensions, K-means cluster analysis led to three profiles of consumers. “Pro-environmental and convenience seekers” represent the largest cluster and should be considered the main target for future green restaurant practitioners. Additionally, our study finds an overall positive attitude toward green restaurants among the respondents and, more specifically, opinions on how these restaurants could address environmental issues and offer organic food, both important factors for Generation Z. This translates into a strong incentive for future entrepreneurs considering this business model in Romania.

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Effects of millennials willingness to pay on buying behaviour at ethical and socially responsible restaurants: Serial mediation analysis

Cited by 7 publications

References 48 publications

Divergence and convergence: a cross-generational study on local food consumption

Divergence and convergence: a cross-generational study on local food consumption

Consumer Citizenship Behavior in Online/Offline Shopping Contexts: Differential Impact of Consumer Perceived Value and Perceived Corporate Social Responsibility

Exploratory Study of Romanian Generation Z Perceptions of Green Restaurants

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