외식 브랜드의 친환경 실천이 친환경 이미지와 브랜드 사랑, 행동의도, 프리미엄 가격 지불의도에 미치는 영향: 환경 의식의 조절효과

The effects of food service brand’s green practices on green image, brand love, behavioral intention, and willing to pay a premium price -The moderating effect of environmental consciousness-

In this study, we verified the influence of a food service brand"s green practices on green image, brand love, behavioral intention, and willing to pay a premium price. Based on the results, practical implications were presented that can help food service brands establish marketing strategies to secure a competitive advantage over other brands from an eco-friendly perspective. The restaurant brands targeted for the survey were McDonald"s and Starbucks, which were found to have high consumer awareness of green practices through a pilot survey. The sample was selected from consumers who responded that they were fully aware of the green practices of the two food service brands surveyed. The survey was conducted online through a professional research agency from April 1 to April 7, 2024, and ultimately 238 valid questionnaires were used for analysis. As a result of the analysis, green practices were found to have a positive effect on behavioral intention and willing to pay a premium price through green image and brand love. In addition, environmental consciousness was found to play a role as a moderator between green image and behavioral intention, brand love and behavioral intention. This study is expected to contribute to the theoretical development of green consumer behavior research in the food service industry by identifying the structural relationships between variables and confirming the suitability of the model.

In this study, we verified the influence of a food service brand"s green practices on green image, brand love, behavioral intention, and willing to pay a premium price. Based on the results, practical implications were presented that can help food service brands establish marketing strategies to secure a competitive advantage over other brands from an eco-friendly perspective. The restaurant brands targeted for the survey were McDonald"s and Starbucks, which were found to have high consumer awareness of green practices through a pilot survey. The sample was selected from consumers who responded that they were fully aware of the green practices of the two food service brands surveyed. The survey was conducted online through a professional research agency from April 1 to April 7, 2024, and ultimately 238 valid questionnaires were used for analysis. As a result of the analysis, green practices were found to have a positive effect on behavioral intention and willing to pay a premium price through green image and brand love. In addition, environmental consciousness was found to play a role as a moderator between green image and behavioral intention, brand love and behavioral intention. This study is expected to contribute to the theoretical development of green consumer behavior research in the food service industry by identifying the structural relationships between variables and confirming the suitability of the model.