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- Effect of Sustainability Management at Coffee Houses on Customers' Store Image and Behavioral Intention
- Joongwon Shin, Soyoung Kim, Jihyun Yoon
- Korean J Community Nutr 2012;17(4):494-503. Published online August 31, 2012
- DOI: https://doi.org/10.5720/kjcn.2012.17.4.494
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Abstract
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PubReader - 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.
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Citations
Citations to this article as recorded by
- Mediating Effects of Social Connectedness on the Relationship between Sustainability Management and Brand Loyalty at Coffee Specialty Shops
Na-Young Yi
Korean Journal of Food and Cookery Science.2018; 34(5): 533. CrossRef - Dietitians' Self-Evaluation and Barriers to Sustainable Practices for School Foodservice Management : Focused on Daejeon and Chungnam Area
Na-Young Yi
Korean Journal of Food & Cookery Science.2017; 33(3): 342. CrossRef - The influences of sustainability management at institutional foodservice on store image and behavioral intention
Jiyoon Ahn, Sunhee Seo
Journal of Nutrition and Health.2015; 48(2): 199. CrossRef - Relationship of TBL Component in Corporate Sustainable Management of Fashion Company with Company Evaluation and Brand Image
Dongkyu Na, Jeongwon Lee, Youngjoo Na
Fashion & Textile Research Journal.2014; 16(2): 293. CrossRef - Health-related Factors and Nutritional Status in Shift-workers at Coffee Shops - Focused on Single Women in Twenties in Seoul -
Seung-Lim Lee, Soo-Jin Kim
Korean Journal of Community Nutrition.2013; 18(5): 467. CrossRef
- Mediating Effects of Social Connectedness on the Relationship between Sustainability Management and Brand Loyalty at Coffee Specialty Shops
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- [English]
- A Study on Predicting Behavioral Intention of Breastfeeding among Primigravida
- Jie Eun Kim, Dong Yean Park
- Korean J Community Nutr 2001;6(3):331-339. Published online August 31, 2001
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Abstract
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- This study was conducted to examine the predicting factors for the intention of breastfeeding with The Theory of Planned Behavior. The questionnaires were distributed to 131 primigravidas who were in their third trimester of pregnancy in Seoul, Kyonggido, Kyongsangbukdo, and Kyongsnagnamdo. Descriptive statistics, Pearsons Correlation and Multiple Regression were used to analyse the data. The subjects showed strong intention of breastfeeding. The subjects showed favorable attitudes toward breastfeeding. This fact showed significant correlation with the belief that their breastfeeding intention was due to the advantage of breast milk for the infant with regard to allergy prevention, disease protection, contribution to intellectual development, psychological closeness between mother and infant, convenience, cost, and the reduction of breast cancer risk and weight of the mother. No item of outcome evaluation did showed significant correlation with behavioral intension. The subjects were influenced about breastfeeding by their referents such as siblings and friends with breastfeeding experience, their mothers and husbands, and mothers-in-law. Most items of the control beliefs had a significant influence on the intention of breastfeeding. The subjects felt they could not control the situation ie. "when I have to breastfeed in public". However they felt they could control the situation ie. "when I suffer from mastitis", "when I have to cut down on coffee, alcohol, and smoking", "when I have Caesarean section", "when I need to maintain breast condition", and "when the infant hates to suck my nipple". Regression analysis revealed that control beliefs and attitudes toward breastfeeding could predict the behavioral intention of breastfeeding. Control beliefs were the most important factor in predicting behavioral intention. Therefore, nutrition education is needed to enhance the ability to cope with difficult situations while breastfeeding and increase faborable attitudes toward breastfeeding.
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