Gen-Z WTP for dining at green restaurants - A study that investigates which factors have a positive impact on Gen-Z WTP for dining at green restaurants
Author
Mesic, Isak
Term
4. Semester
Publication year
2024
Submitted on
2024-06-03
Pages
86
Abstract
Consumer demand for sustainable dining is rising, with Generation Z at the forefront. This thesis examines which factors positively influence UK Gen-Z’s willingness to pay (WTP) for dining at green restaurants. A conceptual framework grounded in the Theory of Planned Behavior (TPB) and extended with environmental concern, health consciousness, and past experience guided a deductive, causal design. Hypotheses were tested using an online survey distributed via Prolific to 129 UK Gen-Z respondents; scale reliability was assessed with Cronbach’s alpha, correlations were inspected to rule out multicollinearity, and multiple regression estimated effects on WTP. Results indicate that subjective norms (social influence), environmental concern, and past experience had significant positive impacts on WTP, whereas attitude, perceived behavioral control, and health consciousness did not. The study offers practical insights for green restaurants seeking to better attract Gen-Z customers and contributes to understanding drivers of sustainable consumption in dining.
Forbruget efter bæredygtig spisning stiger, og Generation Z går forrest. Denne afhandling undersøger, hvilke faktorer der positivt påvirker britiske Gen-Z’s betalingsvillighed (WTP) for at spise på grønne restauranter. Et konceptuelt rammeværk baseret på Teorien om planlagt adfærd (TPB) og udvidet med miljøbekymring, sundhedsbevidsthed og tidligere erfaring understøttede et deduktivt, kausalt design. Hypoteser blev testet via en online spørgeskemaundersøgelse distribueret gennem Prolific til 129 britiske Gen-Z-respondenter; skalaers pålidelighed blev vurderet med Cronbachs alfa, korrelationer blev kontrolleret for multikollinearitet, og multiple regressionsanalyser estimerede effekter på WTP. Resultaterne viser, at subjektiv norm (social indflydelse), miljøbekymring og tidligere erfaring har en signifikant positiv effekt på betalingsvilligheden, mens holdning, opfattet adfærdskontrol og sundhedsbevidsthed ikke gør. Studiet giver praktiske indsigter til grønne restauranter i arbejdet med at tiltrække Gen-Z og bidrager til forståelsen af drivkræfter bag bæredygtig adfærd i restaurantvalg.
[This apstract has been generated with the help of AI directly from the project full text]