Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
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Effect of Sustainability Management at Coffee Houses on Customers' Store Image and Behavioral Intention

커피전문점의 지속가능경영이 점포이미지와 고객의 행동의도에 미치는 영향

  • Shin, Joong-Won (Department of Food and Nutrition, Seoul National University) ;
  • Kim, So-Young (Department of Food and Nutrition, Seoul National University) ;
  • Yoon, Ji-Hyun (Research Institute of Human Ecology, Seoul National University)
  • 신중원 (서울대학교 식품영양학과) ;
  • 김소영 (서울대학교 식품영양학과) ;
  • 윤지현 (서울대학교 생활과학연구소)
  • Received : 2011.12.31
  • Accepted : 2012.07.31
  • Published : 2012.08.31
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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

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