Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 30, Issue 4, Pages 803-811Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2010.12.012
Keywords
Generation Y consumers; Food-related lifestyle; Green restaurants; Selection attributes; Behavioral intentions; Consumer segments
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The objectives of this study are to examine the Generation V consumer segments' selection attributes and behavioral intentions toward green restaurants. A survey was administered to college students between the ages of 17 and 30 at a university in a Southeastern United States city. This study identified four different consumer segments of Generation Y college students according to their food-related lifestyles. Across the four segments, there were significant differences in selection attributes. In addition, significant differences were identified between the four segments regarding their behavioral intentions toward green restaurants. Finally, the marketing implications for the target groups are discussed. (C) 2011 Elsevier Ltd. All rights reserved.
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