Keywords

Green restaurant, Norm activation theory, Cue utilization theory, Perceived burdensomeness, Social Connectedness, Social class

Abstract

As the environmental problems worsen, green restaurants are an essential strategy for survival in the restaurant industry. Even though previous researchers have investigated the intention to visit a green restaurant with norm activation theory, they did not consider the characteristics of prosocial behavior and the green restaurant and the impact of other external factors, such as types of information cues and social class, was overlooked. Considering these points, the primary objectives of this study were to extend existing theory with perceived burdensomeness and social connectedness and to identify the difference in the impact of types of information cues and a moderating role of social cues. Using an experimental design with hypothetical scenarios, respondents were randomly assigned to one of two different scenarios (intrinsic cues vs. extrinsic cues). The results showed that the participants who received intrinsic cues responded lower than the participants who received extrinsic cues in the awareness of consequences, perceived burdensomeness, and social connectedness. Antecedents of personal norm in the extended norm activation theory had a positive impact on personal norm. In the case of the moderating role of social class, there were interaction effects between social class and information in every construct except perceived burdensomeness. Further discussion and implications are provided in the main body of this study.

Completion Date

2024

Semester

Spring

Committee Chair

Park, Joon-Hyuk

Degree

Master of Science (M.S.)

College

Rosen College of Hospitality Management

Format

application/pdf

Language

English

Rights

In copyright

Release Date

May 2027

Length of Campus-only Access

3 years

Access Status

Masters Thesis (Campus-only Access)

Accessibility Status

Meets minimum standards for ETDs/HUTs

Restricted to the UCF community until May 2027; it will then be open access.

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