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Effect of Sustainability Management at Coffee Houses on Customers' Store Image and Behavioral Intention


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Effect of Sustainability Management at Coffee Houses on Customers' Store Image and Behavioral Intention

Article information

Korean J Community Nutr. 2012;17(4):494-503
Publication date (electronic) : 2012 August 31
doi : https://doi.org/10.5720/kjcn.2012.17.4.494
Joongwon Shin, Soyoung Kim, Jihyun Yoon1
Department of Food and Nutrition, Seoul National University, Seoul, Korea.
1Research Institute of Human Ecology, Seoul National University, Seoul, Korea.
Corresponding author: Jihyun Yoon, Department of Food and Nutrition, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul 151-742, Korea. Tel: (02) 880-8750, Fax: (02) 884-0305, hoonyoon@snu.ac.kr
Received 2011 December 31; Revised 2012 June 18; Accepted 2012 July 31.

Abstract

The purpose of this study was to examine the effect of sustainability management (SM) at coffee houses on customers' store image and behavioral intention. In addition, customers' willingness to pay a premium for sustainable coffee houses was studied. During October 2011, a web survey was conducted via an on-line research company with customers aged 20 to 39 visiting one of the top five coffee houses in Korea at least once a month. A total of 300 targeted customers responded and all the data were analyzed. An exploratory factor analysis derived two dimensions of SM: SM in Social and Environmental Perspective and SM in Economic Perspective. The result of structural equation modeling indicated that SM in Economic Perspective at coffee houses had a significant positive effect on customers' behavioral intention with mediating effect by store image, but SM in Social and Environmental Perspective did not have such effect. Approximately one-third (31%) of the respondents were willing to pay a premium for a sustainable coffee house in a scenario. approximately 84% of the respondents unwilling to pay a premium for the sustainable coffee house chose the cost-related reasons including "Coffee price at the coffee house that they most often visit is already expensive (62.3%)" for such unwillingness. The results of this study showed that SM of coffee houses, especially that in Economic Perspective, could contribute to store image, and therefore increase customers' favorable behavioral intention, although the additional cost resulted from such SM practices might not be easily accommodated by customers.

Keywords: coffee house; sustainability; store image; behavioral intention; willing to pay

Notes

This research was funded by the Asian Institute for Energy, Environment, and Sustainability.

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Article information Continued

Copyright © 2012 The Korean Society of Community Nutrition

Fig. 1

Fig. 1

Scenario of a sustainable coffee house used in the study.

Fig. 2

Fig. 2

Effect of sustainability management on store image and behavioral intention at coffee houses: Result of structural equation modeling.

Table 1

Responding customers' general characteristics and usage of coffee houses

Table 1

Table 2

Perceived performance of sustainability management, store image and behavioral intention at coffee houses (n = 300)

Table 2

1) 1 = Strongly disagree, 2 = Disagree, 3 = Neither agree nor disagree, 4 = Agree, 5 = Strongly agree

Table 3

Dimensions of sustainability management practices at coffee houses: Result of exploratory factor analysis (n = 300)

Table 3

Table 4

Validity of the measurement model for sustainability management, store image, and behavioral intention at coffee houses: Result of confirmatory factor analysis (n = 300)

Table 4

Table 5

Willingness to pay a premium for coffee at a sustainable coffee house in a scenario

Table 5

1) Amount in addition to the price (3,500~4,000 won) of a cup of Americano coffee at the coffee house the respondent most often visits. It ranged from 100 to 2,500 won, and mean ± S.D. was 530 ± 487 won.

Table 6

Reasons for willingness or unwillingness to pay a premium for sustainable coffee houses

Table 6