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Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control

Author

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  • Heather Markham Kim

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

Abstract

This study examines the effect of the internal environmental locus of control, which includes green consumers, environmental activists, environmental advocates, and recyclers, in regard to the green image of edible insect restaurants. This study additionally investigates how the green image of edible insect restaurants affects the willingness to pay more. Lastly, this study explores the differences of the internal environmental locus of control, which were based on the demographic characteristics. A total of 448 samples were used for the final statistical analysis. The results of the data analysis indicate that two dimensions of the internal environmental locus of control, which include recyclers and environmental activists, have a positive influence on the green image of edible insect restaurants, and they in turn positively affect the willingness to pay more. In terms of difference analysis, all four concepts of INELOC indicated statistical differences according to age. In addition, significant differences of the mean value of recyclers and environmental advocates were found in age. There were also significant differences in the education level for the groups of green consumers. There were significant differences in green consumers, environmental advocates, and environmental activists based on marital status. Lastly, there were significant differences of the mean values of environmental advocates in monthly income.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:16:p:10075-:d:888220
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    References listed on IDEAS

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    Cited by:

    1. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "A Study on Behavioral Intentions in the Field of Eco-Friendly Drone Food Delivery Services: Focusing on Demographic Characteristics and Past Experiences," Sustainability, MDPI, vol. 15(7), pages 1-13, April.
    2. Kashif ur Rehman & Clemens Hollah & Karin Wiesotzki & Volker Heinz & Kemal Aganovic & Rashid ur Rehman & Janos-Istvan Petrusan & Longyu Zheng & Jibin Zhang & Summar Sohail & Muhammad Khalid Mansoor & , 2023. "Insect-Derived Chitin and Chitosan: A Still Unexploited Resource for the Edible Insect Sector," Sustainability, MDPI, vol. 15(6), pages 1-34, March.

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