Pride, mindfulness, public self-awareness, affective satisfaction, and customer citizenship behaviour among green restaurant customers

By Kumju Hwang, Bora Lee. International Journal of Hospitality Management, 2019

122 citations recorded by the source corpus.

Abstract Although research on the self has a long history with various psychological perspectives, the role of the self in visiting green restaurants has not been sufficiently explored. This study investigated the influence of public self-awareness (PSA) as a mechanism of the motivation for green restaurant consumption on customers’ satisfaction and customer citizenship behaviour (CCB). Additionally, this study examined customers’ pride and mindfulness as antecedents of their PSA. A survey of 341 regular customers of green restaurants was conducted, and the partial least square method was used to analyse the data. The findings indicated a positive association between pride and PSA, as well as between mindfulness and PSA. Furthermore, PSA influenced affective satisfaction and CCB, and affective satisfaction had a positive impact on CCB. The theoretical and practical implications of the findings are discussed.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/379b907d1e6ab3d4cd67f2dfe7edeca02a5092b5

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

  1. Puneet Kaur
  2. Amandeep Dhir
  3. Arun T. M.
  4. Alberto Ferraris
  5. Shalini Talwar

In Organizational Behavior and Human Resource Management

  1. Amandeep Dhir
  2. Puneet Kaur
  3. Shalini Talwar

Citations in the corpus