Effects of millennials willingness to pay on buying behaviour at ethical and socially responsible restaurants: serial mediation analysis.

Oke, Adekunle; McKenzie, Kirstie; Osobajo, Oluyomi; Lawani, Ama

Abstract

This study empirically examines millennials' buying behaviour at restaurants undertaking Corporate Social Responsibility activities by testing the effects of willingness to pay on buying behaviour. Using Hayes' serial mediation PROCESS model, the study analyses the direct and indirect effects of millennials' willingness to pay on their buying behaviour at ethical and socially responsible restaurants using data from 212 millennials in North-East Scotland. Results showed that willingness to pay has significant direct and indirect effects on buying behaviour. The mediation effect of environmental concern was not supported. The serial mediation analysis showed that environmental concern, social influence, and personal norms jointly mediated the effects of willingness to pay on buying behaviour. The proposed serial model suggests that only direct measure of willingness to pay on buying behaviour is insufficient for restaurants to respond to millennials' expectations, providing empirical evidence on the need for customer's engagement as businesses emerge from covid-19.

Citation

OKE, A., MCKENZIE, K., OSOBAJO, O. and LAWANI, A. 2023. Effects of millennials willingness to pay on buying behaviour at ethical and socially responsible restaurants: serial mediation analysis. International journal of hospitality management [online], 113, article 103507. Available from: https://doi.org/10.1016/j.ijhm.2023.103507

• Journal Article Type: Article
• Acceptance Date: Apr 29, 2023
• Online Publication Date: May 12, 2023
• Publication Date: Aug 31, 2023
• Deposit Date: May 19, 2023
• Publicly Available Date: May 19, 2023
• Journal: International journal of hospitality management
• Print ISSN: 0278-4319
• Electronic ISSN: 1873-4693
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 113
• Article Number: 103507
• DOI: https://doi.org/10.1016/j.ijhm.2023.103507
• Keywords: CSR; Sustainability; Ethical behaviour; Restaurants; Millennials; PROCESS model
• Public URL: https://rgu-repository.worktribe.com/output/1966362