Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects

Jinsoo Hwang; Hyunjoon Kim

doi:10.3390/ijerph18041905

Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects

Int J Environ Res Public Health. 2021 Feb 16;18(4):1905. doi: 10.3390/ijerph18041905.

Authors

Jinsoo Hwang¹, Hyunjoon Kim²

Affiliations

¹ Department of Food Service, The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea.
² The Department of Tourism Management, The College of Business Administration, Dong-A University, Busan 49236, Korea.

Abstract

This study analyzed the psychological benefits of environmentally friendly edible insect restaurants, by proposing that three subdimensions of psychological benefits positively affect attitude. Attitude was hypothesized to play an important role in the formation of desire and two subdimensions of behavioral intentions: intentions to use and willingness to pay more. A research model was verified using responses from 419 respondents collected in Korea. Data analysis indicated that (1) warm glow, (2) self-expressive benefits, and (3) nature experiences form attitude and that attitude helps to increase desire, which in turn positively enhances behavioral intentions. The data analysis results supported the importance of the psychological benefits of environmentally friendly edible insect restaurants.

Keywords: attitude; behavioral intentions; edible insect restaurants (EIRs); environmentally friendly; psychological benefits (PBs).

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Animals
Edible Insects*
Insecta
Intention*
Republic of Korea
Restaurants