Consumers’ Willingness to Pay for Eco-friendly Coffee Shops: The Role of Green Brand Image and Consumers’ Environmental Concern

บทคัดย่อ

The purpose of this study is to examine the antecedents of consumers’ attitudes and willingness to pay more for coffee shops adopting green practices. In particular, it investigates the impact of green brand image and individual environmental concern on consumers’ attitudes towards an eco-friendly coffee shop. It also studies the effect of consumers’ green attitudes on willingness to pay (WTP) for the coffee shop embracing green initiatives. Paper surveys and online surveys were conducted with 225 consumers who have experience in using services at the specified coffee shop in Thailand. Structural equation modeling was applied to test the proposed framework. The empirical results exhibited that green brand image (β = 0.38, p-value =.000) and individual environmental concern (β = 0.58, p-value =.000) positively related to consumers’ attitude towards the eco-friendly coffee shop. The findings also revealed the significant relationship between consumers’ attitudes and their WTP for the green coffee shop (β = 0.64, p-value =.000). Additionally, the study also provides results on the number of extra consumers are willing to pay.