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KMID : 0665420190340060739
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Korean Journal of Food Culture
2019 Volume.34 No. 6 p.739 ~ p.747
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Effect of Offering Eco-Friendly Fashion Items on Consumers’ Perceived Image of Stores and Intention to Purchase Food in a Hybrid Cafe Setting
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Kim Su-Youn
Yoon Ji-Hyun
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Abstract
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This study investigated the effect of offering eco-friendly fashion items on consumers’ perceived image of stores and theirintention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20to 49 years. In order to compare ‘a general cafe’ where only food is sold and ‘a hybrid cafe’ which offers eco-friendly fashionitems as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) asstimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantlyaffect consumers’ perceived eco-friendly image of the store. Further, this negatively affected consumers’ perceived healthyand tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of thestore increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may notcontribute to enhancing the stores’ images or sales.
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KEYWORD
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Hybrid cafe, convergence marketing, eco-friendly practice, store image, intention to purchase
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