Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 83, Issue -, Pages 169-179Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2019.05.009
Keywords
Green restaurant; Green restaurant customers' pride; Public self-awareness; Mindfulness; Affective satisfaction; Customer citizenship behavior
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Although research on the self has a long history with various psychological perspectives, the role of the self in visiting green restaurants has not been sufficiently explored. This study investigated the influence of public self-awareness (PSA) as a mechanism of the motivation for green restaurant consumption on customers' satisfaction and customer citizenship behaviour (CCB). Additionally, this study examined customers' pride and mindfulness as antecedents of their PSA. A survey of 341 regular customers of green restaurants was conducted, and the partial least square method was used to analyse the data. The findings indicated a positive association between pride and PSA, as well as between mindfulness and PSA. Furthermore, PSA influenced affective satisfaction and CCB, and affective satisfaction had a positive impact on CCB. The theoretical and practical implications of the findings are discussed.
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