DOI: 10.5176/2251-3426_THoR1237
Authors: Meng-Lei (Monica) Hu, Wen-Bin Chiou, Jeou-Shyan Horng, Chia-Dai Yen and Chih-Ching Teng
Abstract: Dining out is one of the main sources of greenhouse gas emission. Despite an increased awareness of how the actions of the restaurant industry affect the environment, recent empirical evidence has been rare on whether consumers’ concern for environmental issues is associated with their intention to consume for green dining. Awareness of how the actions of the food service industry affect the environment has increased in recent years. The present study use the theory of Corporate social responsibility and Self-completion theory, and aims to examine the effects of consumers’ self-identity on their intention to pay premiums to support green food. Moreover, the present study attempts to investigate the relationship between recalling past dining memory and intention to consume green food.This study used compensatory effects to explain of intention for green food consumption. Exposure to environmental information also demonstrates the effects of priming. Two studies are conducted to illustrate the effects of priming and individuals’ recollections of past immoral behavior on environmental awareness and green dining intention.Students from two classes of food and beverage management are selected for the experiment. A total of 120 students are randomly assigned to two groups to test the three hypotheses. We demonstrate that how the effect of green dining information influences the conception of students, recalling one's own green dining behavior can affect the subsequent moral identity and green dining intention.
Keywords: green dining, priming effect, compensatory effects, self-completion theory (SCT)
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