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Protecting the Environment : = The Effects of Green Menu Design on Restaurant Customers' Willingness to Pay.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Protecting the Environment :/
其他題名:	The Effects of Green Menu Design on Restaurant Customers' Willingness to Pay.
作者:	Lee, Soojin.
面頁冊數:	1 online resource (134 pages)
附註:	Source: Dissertations Abstracts International, Volume: 84-04, Section: A.
Contained By:	Dissertations Abstracts International84-04A.
標題:	Social sciences education. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29168363click for full text (PQDT)
ISBN:	9798351463155

Protecting the Environment : = The Effects of Green Menu Design on Restaurant Customers' Willingness to Pay.
Lee, Soojin.

Protecting the Environment :The Effects of Green Menu Design on Restaurant Customers' Willingness to Pay. - 1 online resource (134 pages)

Source: Dissertations Abstracts International, Volume: 84-04, Section: A.

Thesis (Ph.D.)--University of Missouri - Columbia, 2022.

Includes bibliographical references

The present study conducted experiments to reveal the relationship between various message appeals and consumers' 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.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798351463155Subjects--Topical Terms:

2144735
Social sciences education.
Subjects--Index Terms:

Dual coding theoryIndex Terms--Genre/Form:

542853
Electronic books.

Protecting the Environment : = The Effects of Green Menu Design on Restaurant Customers' Willingness to Pay.
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520 $a The present study conducted experiments to reveal the relationship between various message appeals and consumers' 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.
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