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Fueling Green Dining Intention: The Self-Completion Theory Perspective |
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| Authors: | Meng-Lei Monica Hu Jeou-Shyan Horng Chih-Ching Teng Wen-Bin Chiou Chia-Dai Yen |
| Institution: | 1. Department of Food and Beverage Management, Jinwen University Science and Technology, Taipei, Taiwan, ROCe5267@ms25.hinet.net;3. School of Management, Hungkuang University, Taichung, Taiwan, ROC;4. Department of Restaurant, Hotel and Institutional Management, FuJen Catholic University, Taipei, Taiwan, ROC;5. Institute of Education, National Sun Yat-Sen University, Kaohsiung, Taiwan, ROC;6. Graduate Institute of Human Resource Management, National Central University, Taoyuan, Taiwan, ROC |
| 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). |
| Keywords: | restaurant green dining priming compensatory self-completion theory |