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Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects

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  • Jinsoo Hwang

    (Department of Food Service, The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Hyunjoon Kim

    (The Department of Tourism Management, The College of Business Administration, Dong-A University, Busan 49236, Korea)

Abstract

This study analyzed the psychological benefits of environmentally friendly edible insect restaurants, by proposing that three subdimensions of psychological benefits positively affect attitude. Attitude was hypothesized to play an important role in the formation of desire and two subdimensions of behavioral intentions: intentions to use and willingness to pay more. A research model was verified using responses from 419 respondents collected in Korea. Data analysis indicated that (1) warm glow, (2) self-expressive benefits, and (3) nature experiences form attitude and that attitude helps to increase desire, which in turn positively enhances behavioral intentions. The data analysis results supported the importance of the psychological benefits of environmentally friendly edible insect restaurants.

Suggested Citation

  • Jinsoo Hwang & Hyunjoon Kim, 2021. "Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:4:p:1905-:d:500256
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    Cited by:

    1. Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2023. "Consequences of Psychological Benefits in the Context of Eco-Friendly Indoor Smart Farm Restaurants: The Moderating Role of Curiosity," Sustainability, MDPI, vol. 15(21), pages 1-18, October.
    2. Patcharaporn Mahasuweerachai & Chompoonut Suttikun, 2022. "The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants," Sustainability, MDPI, vol. 14(17), pages 1-13, August.
    3. Heather Markham Kim & In-Hye Lee & Kyuhyeon Joo & JungHoon (Jay) Lee & Jinsoo Hwang, 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    4. Heather Markham Kim & Kyuhyeon Joo & Jinsoo Hwang, 2022. "Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control," Sustainability, MDPI, vol. 14(16), pages 1-15, August.

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