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Can Climate Change Awareness Predict Pro-Environmental Practices in Restaurants? Comparing High and Low Dining Expenditure

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  • Myung Ja Kim

    (College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea)

  • C. Michael Hall

    (Department of Management, Marketing, and Entrepreneurship, University of Canterbury, Christchurch 8140, New Zealand
    Geography Research Unit, University of Oulu, FI-90014 Oulu, Finland
    School of Business and Economics, Linnaeus University, 391 82 Kalmar, Sweden)

Abstract

The purpose of this study is to develop a better understanding of what makes consumers reduce waste in order to address climate change, particularly when dining out. To accomplish this goal, this research constructs an extended theory of planned behavior model, using four main constructs of attitude, subjective norm, perceived behavioral control, and behavioral intention and incorporating climate change awareness and mitigation pursuing actions, anticipated pride and guilt, and high and low levels of dining expenses. An online survey was conducted of 482 respondents aged 20 years old or over who had dined in restaurants in the previous month in 2019. A partial least squares-structural (PLS) equation modeling analysis has been utilized with multi-group analysis. Results reveal that climate change awareness has significant effects on attitude and behavior intention, and climate change mitigation pursuing actions positively influence attitude and behavioral intention to reduce waste. Consumers’ anticipated emotions lead to their behavioral intention. Diners’ behavioral intention to reduce waste is significantly influenced by their attitude, subjective norms, and perceived behavioral control on waste reduction in restaurants. The levels of dining expenses significantly moderate seven out of nine hypotheses. Research on consumers’ waste reduction in relation to climate change is not sufficiently conducted in the foodservice sector. Using an extended theory of planned behavior (TPB) to understand diner behavior related to waste reduction and climate change, this study therefore makes an important contribution to improving sustainability in foodservices, especially in the Asian context.

Suggested Citation

  • Myung Ja Kim & C. Michael Hall, 2019. "Can Climate Change Awareness Predict Pro-Environmental Practices in Restaurants? Comparing High and Low Dining Expenditure," Sustainability, MDPI, vol. 11(23), pages 1-20, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6777-:d:292228
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    References listed on IDEAS

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    3. Talwar, Shalini & Kaur, Puneet & Kumar, Sushant & Salo, Jari & Dhir, Amandeep, 2022. "The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Hamid Mahmood Gelaidan & Abdullah Al-Swidi & Muhammad Haroon Hafeez, 2023. "Studying the Joint Effects of Perceived Service Quality, Perceived Benefits, and Environmental Concerns in Sustainable Travel Behavior: Extending the TPB," Sustainability, MDPI, vol. 15(14), pages 1-22, July.
    5. Gf, Sujood & Siddiqui, Samiha & Bano, Naseem & Hamid, Sheeba, 2022. "Travelling to Tourism Destinations through the lens of Sustainability: An extended TPB Model to predict behavioural intention of Gen Z Consumers," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(3), pages 172-189.
    6. Jabeen, Fauzia & Dhir, Amandeep & Islam, Nazrul & Talwar, Shalini & Papa, Armando, 2023. "Emotions and food waste behavior: Do habit and facilitating conditions matter?," Journal of Business Research, Elsevier, vol. 155(PB).
    7. Sumia Mumtaz & Amanda M. Y. Chu & Saman Attiq & Hassan Jalil Shah & Wing-Keung Wong, 2022. "Habit—Does It Matter? Bringing Habit and Emotion into the Development of Consumer’s Food Waste Reduction Behavior with the Lens of the Theory of Interpersonal Behavior," IJERPH, MDPI, vol. 19(10), pages 1-24, May.
    8. Liat Ayalon & Natalie Ulitsa & Hanan AboJabel & Shelly Engdau, 2022. "Older Persons’ Perceptions concerning Climate Activism and Pro-Environmental Behaviors: Results from a Qualitative Study of Diverse Population Groups of Older Israelis," Sustainability, MDPI, vol. 14(24), pages 1-13, December.
    9. Adam Edward Bell & Khire Rushikesh Ulhas, 2020. "Working to Reduce Food Waste: Investigating Determinants of Food Waste amongst Taiwanese Workers in Factory Cafeteria Settings," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
    10. Shazia Kousar & Muhammad Afzal & Farhan Ahmed & Štefan Bojnec, 2022. "Environmental Awareness and Air Quality: The Mediating Role of Environmental Protective Behaviors," Sustainability, MDPI, vol. 14(6), pages 1-20, March.
    11. Myung Ja Kim & James F. Petrick, 2021. "Roles of constraint and attachment in crowdfunder behavior for sustainable development: An extended theory of planned behavior," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(4), pages 780-792, July.
    12. Judit Lovasné Avató & Viktoria Mannheim, 2022. "Life Cycle Assessment Model of a Catering Product: Comparing Environmental Impacts for Different End-of-Life Scenarios," Energies, MDPI, vol. 15(15), pages 1-20, July.

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