KMID : 0123420120170040494
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Korean Journal of Community Nutrition 2012 Volume.17 No. 4 p.494 ~ p.503
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Effect of Sustainability Management at Coffee Houses on Customers¡¯ Store Image and Behavioral Intention
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Shin Joong-Won
Kim So-Young Yoon Ji-Hyun
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Abstract
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The purpose of this study was to examine the effect of sustainability management (SM) at coffee houses on customers¡¯ store image and behavioral intention. In addition, customers¡¯ willingness to pay a premium for sustainable coffee houses was studied. During October 2011, a web survey was conducted via an on-line research company with customers aged 20 to 39 visiting one of the top five coffee houses in Korea at least once a month. A total of 300 targeted customers responded and all the data were analyzed. An exploratory factor analysis derived two dimensions of SM: SM in Social and Environmental Perspective and SM in Economic Perspective. The result of structural equation modeling indicated that SM in Economic Perspective at coffee houses had a significant positive effect on customers¡¯ behavioral intention with mediating effect by store image, but SM in Social and Environmental Perspective did not have such effect. Approximately one-third (31%) of the respondents were willing to pay a premium for a sustainable coffee house in a scenario. approximately 84% of the respondents unwilling to pay a premium for the sustainable coffee house chose the cost-related reasons including "Coffee price at the coffee house that they most often visit is already expensive (62.3%)" for such unwillingness. The results of this study showed that SM of coffee houses, especially that in Economic Perspective, could contribute to store image, and therefore increase customers¡¯ favorable behavioral intention, although the additional cost resulted from such SM practices might not be easily accommodated by customers.
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KEYWORD
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coffee house, sustainability, store image, behavioral intention, willing to pay
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