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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/38751

Title: Fueling Green Dining Intention: The Self-Completion Theory Perspective. Asia Pacific Journal of Tourism Research
Authors: Meng-Lei Monica Hu
Jeou-Shyan Horng
Chih-Ching Teng
Wen-Bin Chiou
Chia-Dai Yen
Contributors: 國立臺灣海洋大學:教育研究所
Keywords: restaurant;green dining;priming;compensatory;self-completion theory
Date: 2013-07-03
Issue Date: 2016-11-03T08:18:24Z
Publisher: Asia Pacific Journal of Tourism Research
Abstract: Abstract:This study aims to examine how self-identity of consumers influences intention to pay a premium to consume green food. Moreover, this research investigates the relationship between recollection of past dining experience and intention to consume green food. The self-completion theory (SCT) is to explain the compensatory effects of the preference to consume green food. Exposure to environmental information demonstrates the effects of priming. Two experiments were conducted to illustrate the effects of priming and recollection of past behavior that harmed the environment of consumers. The results show that after mere exposure to information on green dining, participants preferred to consume green food (priming effects). Similar results were obtained from the experiment where participants were asked to recall their past behaviors that harmed the environment. Asking individuals to recall past behavior proved to be an effective way to motivate patrons of green dining to find a moral equilibrium (compensation effects).
Relation: 19(7)
URI: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/38751
Appears in Collections:[教育研究所] 期刊論文

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