Pride, mindfulness, public self-awareness, affective satisfaction, and customer citizenship behaviour among green restaurant customers
- Authors
- Hwang, Kumju; Lee, Bora
- Issue Date
- Oct-2019
- Publisher
- Elsevier Ltd
- Keywords
- Affective satisfaction; Customer citizenship behavior; Green restaurant; Green restaurant customers’ pride; Mindfulness; Public self-awareness
- Citation
- International Journal of Hospitality Management, v.83, pp 169 - 179
- Pages
- 11
- Journal Title
- International Journal of Hospitality Management
- Volume
- 83
- Start Page
- 169
- End Page
- 179
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/33169
- DOI
- 10.1016/j.ijhm.2019.05.009
- ISSN
- 0278-4319
1873-4693
- Abstract
- 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. © 2019 Elsevier Ltd
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