초록 열기/닫기 버튼
This study was designed to investigate (examine) the factors affecting the attitudes and switching intentions of restaurant consumers toward pro-environmental stores. For this purpose, Pull factor (environmental utility, health utility, psychological benefit, subjective norm) and Push factor (environmental risk, health risk, guilt) for pro-environmental stores were defined by applying the PP model(Pull-Push model). To verify hypotheses, a total of 313 valid responses collected through an online survey panel company were analyzed. Our findings revealed that among Pull factors, psychological benefit had the most significant positive effect on the pro-environmental stores attitude and switching intention, and among Push factors, guilt was found to be the most important in the pro-environmental stores attitude and switching intention. Positive attitudes toward pro-environmental stores led to switching intention, and it was examined that mediating between PP factors and switching intention. Our findings provide implications for successful pro-environmental management activities of restaurant companies.
