NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants

The movement toward smart farming, which has productivity and eco-friendly roles, is emerging in the foodservice industry in the form of indoor smart farm restaurants. The purpose of this study was to investigate the consumer decision-making processes in the context of indoor smart farm restaurants. The investigational framework was designed around the norm activation model (NAM) and the theory of planned behavior (TPB), with the moderating role of age. In particular, this study merged NAM and TPB to assess the effect of awareness of consumption consequences on consumers’ attitudes as well as the role played by subjective norms in the formation of personal norms. Data were collected from 304 respondents in South Korea. As a result of structural equation modeling, the proposed hypotheses of causal relationships were generally supported, excluding only the relationship between subjective norm and behavioral intention. The moderating role of age was identified in the relationships between (1) subjective norm and attitude, and (2) personal norm and behavioral intention. This study presents not only theoretical contributions as the first empirical study on consumer behavior in the context of indoor smart farm restaurants but also presents practical suggestions from the perspective of green marketing

Do Consumers Intend to Use Indoor Smart Farm Restaurants for a Sustainable Future? The Influence of Cognitive Drivers on Behavioral Intentions

Smart farms are eco-friendly and sustainable agriculture practices that also play a crucial role in the foodservice industry. This study investigated cognitive drivers, which included biospheric value, environmental concern, problem awareness, and ascription of responsibility, in order to form consumers’ behavioral intentions in the context of indoor smart farm restaurants. The current study also investigated the differences among the four sub-dimensions of cognitive drivers, which are based on the respondents’ demographic factors. This study was performed using data from 310 participants. The study conducted multiple linear regression to test the causal relationships and t-test and one-way ANOVA to test the demographic differences. The results of the data analysis revealed that all four sub-dimensions of the cognitive drivers aid in regard to increasing behavioral intentions. Furthermore, the data analysis results showed that age and marital status were associated with differences in biospheric value, and gender was associated with differences in environmental concern and problem awareness. This study empirically identified the direct effect of cognitive drivers on consumers’ pro-environmental behavior and their demographic differences, and it also presents practical suggestions from the perspective of green marketing

Relationships among Experience Economy, Tour Quality, Tour Satisfaction, and Word-of-Mouth in the Senior Tourism Context in Korea: The Moderating Role of Tour Guiding Services

The senior tourist market is growing, because the number of elderly people is increasing in Korea. It is widely accepted that experience in travel is more important than any other factor. Thus, the aim of this study was to examine the importance of the experience economy and its impact on outcome variables with the moderating role of tour guiding services in the senior tourism industry. This study more specifically proposed that there is a positive relationship between the four dimensions of the experience economy, which include education, entertainment, aesthetics, and escapism, and tour quality. In addition, it was proposed that tour quality has a positive influence on tour satisfaction and word-of-mouth. Lastly, this study investigated the moderating role of a tour guide service in the relationship between the experience economy and tour quality. The data were collected from 323 seniors who had experienced an overseas package tour in Korea. In order to test the proposed model, this study employed confirmatory factor analysis and structural equation modeling analysis. The data analysis results indicated that entertainment and aesthetics play a significant role in the formation of tour quality. The results of the data analysis also showed that tour quality has a positive influence on tour satisfaction, which in turn positively affects word-of-mouth. Furthermore, a tour guide service moderated the relationship between aesthetics and tour quality

Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control

This study examines the effect of the internal environmental locus of control, which includes green consumers, environmental activists, environmental advocates, and recyclers, in regard to the green image of edible insect restaurants. This study additionally investigates how the green image of edible insect restaurants affects the willingness to pay more. Lastly, this study explores the differences of the internal environmental locus of control, which were based on the demographic characteristics. A total of 448 samples were used for the final statistical analysis. The results of the data analysis indicate that two dimensions of the internal environmental locus of control, which include recyclers and environmental activists, have a positive influence on the green image of edible insect restaurants, and they in turn positively affect the willingness to pay more. In terms of difference analysis, all four concepts of INELOC indicated statistical differences according to age. In addition, significant differences of the mean value of recyclers and environmental advocates were found in age. There were also significant differences in the education level for the groups of green consumers. There were significant differences in green consumers, environmental advocates, and environmental activists based on marital status. Lastly, there were significant differences of the mean values of environmental advocates in monthly income

Travelers’ Perceived Value of Robot Services in the Airline Industry: Focusing on Demographic Characteristics

This study examined travelers’ perceived value for a service robot at an airport. The study explored the differences in perceived value, which included utilitarian value and hedonic value, based on the travelers’ demographic characteristics. In addition, we investigated the effect of the two subcategories of perceived value on intentions to use an airport. The study included 322 samples for the statistical analysis. The results of the analysis revealed significant differences in the perceived utilitarian value in regards to age, education, and marital status. A significant difference in perceived hedonic value was also found in relation to marital status. Lastly, the results of the regression revealed that utilitarian and hedonic value positively affected intentions to use an airport. This study presents theoretical contributions as the first examination of the perceived value of robot services at an airport, as well as offering practical suggestions for the airline industry

The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry

This study was designed to understand the relationships among the experience economy, brand attitude, and brand loyalty based on the type of service providers, such as robot servers and human servers in the restaurant industry. The data were collected from 296 people who experienced robot servers and from 294 people who experienced human servers and was analyzed through structural equation modeling (SEM), which indicated that the four sub-dimensions of the experience economy: education, entertainment, esthetics, and escapism, positively affect brand attitude, which in turn has a significant positive impact on brand loyalty. In addition, statistical differences were found with the average value of the six constructs based on the type of service providers, such as robot servers and human servers

Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm

This study observed the relationship between psychological benefits and the theory of planned behavior (TPB) in the context of an eco-friendly TV home shopping broadcasts. The theoretical framework was enhanced even further by examining the moderating role of personal norm on proenvironmental attitudes in the TV home shopping context. An online survey was conducted with Korean customers who had purchased home meal replacement (HMR) products from a TV home shopping broadcast within the past 6 months. A total of 305 samples were collected and used for the data analysis. All six of the hypotheses in the psychological benefits and TPB model were supported, meaning all constructs of psychological benefits, including warm glow, self-expressive benefits, and nature experiences, impacted TPB and behavioral intentions. Furthermore, personal norm had a moderating role in the relationship between warm glow and attitude. This research provides significant theoretical and managerial implications for the home shopping industry