Protecting the environment: the effects of green menu design on restaurant customers' willingness to pay
Abstract
The present study conducted experiments to reveal the relationship between various message appeals and customers' menu selection processes. There is a dearth of studies that explore the consumer green menu selection behaviors, particularly in full-service restaurants in the United States. By utilizing the Value- Belief-Norm (VBN) theory and integrating the Elaboration Likelihood Model (ELM) into the Dual Coding Theory (DCT), the present study is intended to investigate the effects of green menu designs that may influence willingness to pay more at full-service restaurants. A total of 521 samples were collected through MTurk. Various statistical analyses revealed meaningful results that can be utilized by restaurant marketers with insights for developing effective green marketing strategies to attract and retain customers.
Degree
Ph. D.