|Appears in Collections:||Management, Work and Organisation Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Effects of millennials willingness to pay on buying behaviour at ethical and socially responsible restaurants: Serial mediation analysis|
|Citation:||Oke A, McKenzie K, Osobajo O & Lawani A (2023) Effects of millennials willingness to pay on buying behaviour at ethical and socially responsible restaurants: Serial mediation analysis. <i>International Journal of Hospitality Management</i>, 113, p. 103507. https://doi.org/10.1016/j.ijhm.2023.103507|
|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.|
|Rights:||This is an open access article distributed under the terms of the Creative Commons CC-BY license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. You are not required to obtain permission to reuse this article.|
|Effects of millennials willingness _ _Corrected proofread manuscript.pdf||Fulltext - Published Version||598.1 kB||Adobe PDF||View/Open|
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