Green or greed? Generational perspectives of sustainability claims in restaurants

Abstract

The aim of this study was to develop a model connecting perceptions of restaurants' motives for applying sustainable practices with feelings of warmth, thus resulting in perceived value and willingness to pay premium prices (WTPP). Using two‐step covariance‐based structural equation modeling (CB‐SEM), data from 429 Thai customers revealed that positive images and warm glow result when customers perceive operators’ motives as altruistic, impacting perceived sustainability value and WTPP. Generation analysis showed its moderating effect on the relationship between perceptions of egoism motive and warm glow feelings.