The different roles of altruistic, biospheric, and egoistic value orientations in predicting customers’ behavioral intentions toward green restaurants

초록

Green practices in the restaurant industry have become important as customers have become more ecologically conscious. A few attempts have sought to understand customer behavior toward green restaurants, yet previous studies tend to overlook customers’ underlying values of pro-environmental behavior toward green restaurants. This study proposed a model that incorporates three value orientations (i.e., altruistic, biospheric, and egoistic value orientations) to predict customer behavioral intentions toward green restaurants. A survey was conducted, and an exploratory factor analysis and a series of multiple regressions were employed. Results, in the first regression model, showed that a biospheric and an altruistic value orientation positively, yet an egoistic value orientation negatively, influenced willingness to choose a green restaurant. The second model showed that a biospheric and an altruistic value orientation positively affected behavioral intention to say positive things about a green restaurant, yet, no significant relationship was found between an egoistic value orientation and intention to say positive things. The third model showed that a biospheric and an egoistic value orientation, but no an altruistic value orientation, influenced willingness to pay a premium price at a green restaurant.

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