Seung Eun Jung

Consumers’ Willingness to Patronize Locally Sourced Restaurants: The Impact of Environmental Concern, Environmental Knowledge, and Ecological Behavior

ABSTRACT The purpose of the study was to examine the effects of three environmental triggers, environmental knowledge, environmental concern, and ecological behavior, on consumer’s willingness to visit a locally sourced restaurant. Such triggers were expected to influence the target population’s intention to visit locally sourced restaurants. The target population was actual and potential restaurant customers in the United States who are 18 years of age or older. Data were collected using an online survey with a self-administered questionnaire. A total of 423 responses were retained and analyzed by using a two-step approach of structural equation modeling. The study results indicated that while environmental knowledge and environmental concern positively influence attitude toward visiting a locally sourced restaurant, ecological behavior does not. Theoretical and managerial implications are discussed.

Locally Sourced Restaurant: Consumers Willingness to Pay

ABSTRACT This study tested (1) the theory of planned behavior to identify factors influencing customers’ willingness to pay more when visiting a locally sourced restaurant, and (2) assesses the effect of health consciousness and community attachment on willingness to pay more through attitude, subjective norms, and perceived behavioral control in visiting a locally sourced restaurant. A total of 423 responses were analyzed using a two-step approach of structural equation modeling. The findings indicated that health consciousness and community attachment positively influences attitude, subjective norm, and perceived behavioral control in visiting a locally sourced restaurant, which ultimately influence willingness to pay more.

An Examination of Locally Sourced Restaurant Patronage Intention

ABSTRACT This study proposed a comprehensive model to explain how electronic word-of-mouth (eWOM) and environmental concern influence on customers’ intention to visit a locally sourced restaurant. The proposed research model was built upon the model of goal-direct behavior (MGB) and extended by incorporating eWOM and environmental concern. The results indicated that environmental concern positively influences desire through affecting attitude toward visiting a locally sourced restaurant. In addition, eWOM positively influences customers’ intention directly and indirectly through predictive variables of the MGB. This study contributed to extend the MGB by revealing the role of environmental concern and eWOM within the model. In addition, managerial implications were discussed in regards to developing effective marketing strategies in locally sourced restaurants.

Understanding college students’ intention to consume fruits and vegetables: an application of the Model of Goal Directed Behavior

ABSTRACT The Model of Goal-directed Behavior (MGB) was used to examine factors influencing college students’ intentions to consume fruit and vegetable (F&V). College students, ages 19 years or older pursuing any undergraduate major at The University of Alabama participated in this cross-sectional study. Participants completed validated survey instruments measuring attitude, subjective norm, perceived behavioral control, intention, positive anticipated emotion, negative anticipated emotion, past behavior and desire. Structural equation modeling (SEM) was used to examine psychosocial determinants of intention to consume F&V among college students. Desire had a significant positive relationship with intention. Although desire was not significantly influenced by attitude, subjective norm, or perceived behavioral control, positive anticipated emotion had a significant positive relationship with desire. Past behavior had a significant relationship with both desire and intention. In addition, college students’ intention to consume F&V was significantly influenced by perceived behavioral control. Findings from this study suggest that desire is critical in prompting behavior change. Further, factors influencing desire and/or intention in this population include positive anticipated emotions, past behavior and perceived behavioral control. Abbreviations: Model of goal directed behavior – MGB, fruits and vegetable –F&V

Does Depressive Affect Mediate the Relationship between Self-Care Capacity and Nutritional Status Among Rural Older Adults? : A Structural Equation Modeling Approach

ABSTRACT This study examined the relationships of self-care capacity and depressive affect on nutritional status and whether depressive affect mediated the relationship of self-care capacity on nutritional status. A convenience sample of 171 rural community-dwelling older adults, 65 years and above, participated. Structural equation modeling (SEM) was conducted to test a mediation model. The hypothesized SEM model was supported with adequate fit (χ2 (1) = 1.87, p = 0.17; CFI = 0.94; RMSEA = 0.07; SRMR = 0.03). SEM analysis revealed a significant positive direct effect of self-care capacity on nutritional status (γ = 0.14, p = 0.042). Significant negative direct effects were observed for self-care capacity on depressive affect (γ = −0.15, p = 0.027) and for depressive affect on nutritional status (β = −0.27, p < 0.01). Depressive affect was also observed to partially mediate the relationship of self-care capacity on nutrition status (γ = 0.04, p = 0.046). Findings highlight the importance of emotional well-being on rural older adults’ nutritional status, particularly those with decreased ability to engage in self-care practices.