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Effects of Korean and US consumers’ ethical consumption values on ethical dining-out behavior: The mediating role of perceived restaurant ethical performance

Authors
황세원윤지영
Issue Date
Oct-2020
Publisher
한국관광연구학회
Keywords
Key words:Ethical consumption values; Ethical dining-out behavior; Perceived restaurant ethical performance; Cross-cultural study
Citation
관광연구저널, v.34, no.10, pp.43 - 62
Journal Title
관광연구저널
Volume
34
Number
10
Start Page
43
End Page
62
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/1127
DOI
10.21298/IJTHR.2020.10.34.10.43
ISSN
1738-3005
Abstract
This study attempted to discover factors of ethical consumption values regarding consumers’ dining-out attitudes to clarify the concept within the restaurant industry. It also aimed to offer primary data that can address new consumption values in the Korean restaurant industry by comparing consumers’ ethical value and degree of ethical dining-out behavior in Korea and the US. Ethical consumption values consisted of social values, projection of morals, and consumption ethics. Among the three ethical consumption values, social value was the most influential factor in ethical dining-out behavior(p<0.001). Projection of morals and consumption ethics had indirect effects on ethical dining-out behavior with perceived restaurant ethical performance as the mediating parameter(p<0.01). For the comparison of path coefficients between Korea and the US, social value and consumption ethics had direct effects on ethical dining-out behavior in both countries(p<0.001). An indirect effect of perceived restaurant ethical performance as a mediator was only confirmed among US consumers(p<0.05). Projection of morals had significant effects on perceived restaurant ethical performance and ethical dining-out behavior only in the US. Perceived restaurant ethical performance affected ethical dining-out behavior among both countries’ consumers(p<0.001). Specifically, significant differences between the two countries were identified in paths of projection of morals to ethical dining-out behavior(/df=6.211) and perceived restaurant ethical performance to ethical dining-out behavior(/df=4.622). The results imply that Korean consumers seem to have less interest in and lack understanding of ethical consumption compared to US consumers in dining-out behavior. Efforts to enlighten Korean consumers about ethical dining-out are necessary instead of restaurants’ marketing on ethical performance.
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