Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control
Abstract
:1. Introduction
2. Literature Review
2.1. Relevant Theories
2.2. Internal Environmental Locus of Control
2.3. The Effect of INELOC on Green Image
2.4. The Effect of Green Image on Willingness to Pay More
2.5. The Effect of the Demographic Characteristics on INELOC
2.6. Proposed Research Model
3. Methodology
3.1. Measurement
3.2. Data Collection
3.3. Profile of the Sample
4. Results
4.1. Principal Cmponents Analysis
4.2. Resulf of Regression
4.3. Results of the t-Tests and One-Way ANOVA: Effects of the Demographic Characteristics on INELOC
5. Discussion
5.1. Theoretical Implications
5.2. Managerial Implications
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Research Questionnaire
- Recyclers
- 1.1.
- By recycling, I am doing my part to help the state of the environment.
- 1.2.
- By recycling, I am helping to reduce pollution.
- 1.3.
- By recycling, I am saving valuable natural resources.
- Green consumers
- 2.1.
- The sooner consumers start buying greener products, the sooner companies will transform to respond to their demands.
- 2.2.
- The more I buy ‘green’ products, the more I help persuade companies to become ‘friendlier’ to the environment.
- 2.3.
- By buying greener products, I can make a difference in helping the environment.
- Environmental advocates
- 3.1.
- I am able to convince some of my friends to take some kind of action with regards to environmental challenges.
- 3.2.
- If willing, people can generally influence their friends’ transportation habits.
- 3.3.
- I am able to convince a friend to change his/her conservation habits.
- Environmental activists
- 4.1.
- The efforts deployed by environmental groups have an impact on the end result of many ecological challenges.
- 4.2.
- By making donations to pro-environmental groups, I can help make a positive difference on the state of the environment.
- 4.3.
- Any donation to environmental groups helps it attain its goals.
- Green image
- 5.1.
- An edible insect restaurant is more likely to have a strong environmental reputation.
- 5.2.
- An edible insect restaurant is more likely to solve environmental problems.
- 5.3.
- An edible insect restaurant is more likely to be successful about its environmental protection.
- Willingness to pay more
- 6.1.
- It is acceptable to pay more for dining at an edible insect restaurant.
- 6.2.
- I am likely to spend extra in order to dine at an edible insect restaurant.
- 6.3.
- I am likely to pay more for dining at an edible insect restaurant.
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Variables | n | Percentage |
---|---|---|
Gender | ||
Male | 217 | 49.3 |
Female | 223 | 50.7 |
Age | ||
20s | 105 | 23.9 |
30s | 150 | 34.1 |
40s | 103 | 23.4 |
50s | 82 | 18.6 |
Education Level | ||
High school diploma | 62 | 14.1 |
Associate’s degree | 78 | 17.7 |
Bachelor’s degree | 248 | 56.4 |
Graduate degree | 52 | 11.8 |
Marital Status | ||
Single | 205 | 46.6 |
Married | 230 | 52.3 |
Other (divorced or widow/widower) | 5 | 1.1 |
Monthly income (Korean won) | ||
More than 4.01 million | 85 | 18.6 |
3.01 million~4 million | 60 | 13.6 |
2.01 million~3 million | 125 | 28.4 |
1.01 million~2 million | 129 | 29.3 |
Less than 1 million | 44 | 10.0 |
Variables (Mean and Standard Deviation) | Factor Loading | Eigenvalue | Explained Variance | Cronbach’s α |
---|---|---|---|---|
Internal environmental locus of control Recyclers (5.44 and 0.99) | 2.767 | 23.055 | 0.951 | |
By recycling, I am doing my part to help the state of the environment. | 0.898 | |||
By recycling, I am helping to reduce pollution. | 0.869 | |||
By recycling, I am saving valuable natural resources. | 0.855 | |||
Green consumers (5.46 and 0.97) | 2.553 | 21.273 | 0.909 | |
The sooner consumers start buying greener products, the sooner companies will transform to respond to their demands. | 0.876 | |||
The more I buy ‘green’ products, the more I help persuade companies to become ‘friendlier’ to the environment. | 0.866 | |||
By buying greener products, I can make a difference in helping the environment. | 0.745 | |||
Environmental advocates (4.42 and 1.06) | 2.488 | 20.732 | 0.879 | |
I am able to convince some of my friends to take some kind of action with regard to environmental challenges. | 0.891 | |||
If willing, people can generally influence their friends’ transportation habits. | 0.842 | |||
I am able to convince a friend to change his/her conservation habits. | 0.84 | |||
Environmental activists (4.98 and 1.05) | 2.484 | 20.697 | 0.903 | |
The efforts deployed by environmental groups have an impact on the end result of many ecological challenges. | 0.897 | |||
By making donations to pro-environmental groups, I can help make a positive difference on the state of the environment. | 0.855 | |||
Any donation to environmental groups helps it attain its goals. | 0.783 |
Variables (Mean and Standard Deviation) | Factor Loading | Eigenvalue | Explained Variance | Cronbach’s α |
---|---|---|---|---|
Green image (4.56 and 1.06) | 2.529 | 84.308 | 0.907 | |
An edible insect restaurant is more likely to have a strong environmental reputation. | 0.922 | |||
An edible insect restaurant is more likely to solve environmental problems. | 0.921 | |||
An edible insect restaurant is more likely to be successful about its environmental protection. | 0.912 |
Variables (Mean and Standard Deviation) | Factor Loading | Eigenvalue | Explained Variance | Cronbach’s α |
---|---|---|---|---|
Willingness to pay more (3.16 and 1.29) | 2.846 | 94.869 | 0.973 | |
It is acceptable to pay more for dining at an edible insect restaurant. | 0.977 | |||
I am likely to spend extra in order to dine at an edible insect restaurant. | 0.976 | |||
I am likely to pay more for dining at an edible insect restaurant. | 0.968 |
Independent Variable | Dependent Variable | Beta | t-Value | Hypothesis | ||
---|---|---|---|---|---|---|
H1 | Recyclers | → | Green image | 0.171 | 2.740 * | Supported |
H2 | Green consumers | → | 0.021 | 0.374 | Not supported | |
H3 | Environmental advocates | → | 0.059 | 1.105 | Not supported | |
H4 | Environmental activists | → | 0.198 | 3.219 * | Supported |
Independent Variable | Dependent Variable | Beta | t-Value | Hypothesis | ||
---|---|---|---|---|---|---|
H5 | Green image | → | Willingness to pay more | 0.348 | 7.777 * | Supported |
Gender | Male | Female | t-Value | p-Value | |||
---|---|---|---|---|---|---|---|
Recyclers | 5.31 | 5.57 | 2.688 | 0.007 *** | |||
Green consumers | 5.27 | 5.66 | 4.296 | 0.001 *** | |||
Environmental advocates | 4.30 | 4.54 | 2.384 | 0.018 ** | |||
Environmental activists | 4.79 | 5.17 | 3.785 | 0.001 *** | |||
Age | 20 s | 30 s | 40 s | 50 s | F-value | p-value | |
Recyclers | 5.31 | 5.36 | 5.50 | 5.70 | 3.019 | 0.030 ** | |
Green consumers | 5.35 | 5.41 | 5.56 | 5.58 | 1.365 | 0.253 | |
Environmental advocates | 4.34 | 4.28 | 4.49 | 4.70 | 3.048 | 0.029 ** | |
Environmental activists | 4.88 | 4.90 | 5.10 | 5.12 | 1.555 | 0.200 | |
Education | High school diploma | Associate’s degree | Bachelor’s degree | Graduate degree | F-value | p-value | |
Recyclers | 5.60 | 5.23 | 5.44 | 5.58 | 2.076 | 0.103 | |
Green consumers | 5.60 | 5.20 | 5.51 | 5.50 | 2.574 | 0.054 * | |
Environmental advocates | 4.53 | 4.35 | 4.38 | 4.64 | 1.164 | 0.323 | |
Environmental activists | 5.03 | 4.79 | 5.04 | 4.94 | 1.193 | 0.312 | |
Marital status | Single | Married | Other | F-value | p-value | ||
Recyclers | 5.34 | 5.54 | 5.40 | 2.189 | 0.113 | ||
Green consumers | 5.37 | 5.56 | 4.86 | 3.168 | 0.043 ** | ||
Environmental advocates | 4.20 | 4.63 | 4.13 | 9.527 | 0.001 *** | ||
Environmental activists | 4.81 | 5.15 | 4.46 | 6.326 | 0.002 *** | ||
Monthly income (Korean won) | Less than 1 million | 1.01~2 million | 2.01~3 million | 3.01~4 million | More than 4.01 million | F-value | p-value |
Recyclers | 5.45 | 0.540 | 5.36 | 5.53 | 5.56 | 0.681 | 0.605 |
Green consumers | 5.42 | 5.43 | 5.41 | 5.60 | 5.53 | 0.525 | 0.717 |
Environmental advocates | 4.17 | 4.36 | 4.29 | 4.70 | 4.67 | 3.358 | 0.010 ** |
Environmental activists | 4.99 | 4.87 | 4.89 | 5.25 | 5.11 | 1.874 | 0.114 |
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Kim, H.M.; Joo, K.; Hwang, J. Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control. Sustainability 2022, 14, 10075. https://doi.org/10.3390/su141610075
Kim HM, Joo K, Hwang J. Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control. Sustainability. 2022; 14(16):10075. https://doi.org/10.3390/su141610075
Chicago/Turabian StyleKim, Heather Markham, Kyuhyeon Joo, and Jinsoo Hwang. 2022. "Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control" Sustainability 14, no. 16: 10075. https://doi.org/10.3390/su141610075