Millennials' willingness to pay for green restaurants

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dc.contributor.authorNicolau, Juan Luisen
dc.contributor.authorGuix, Mireiaen
dc.contributor.authorHernandez-Maskivker, Gildaen
dc.contributor.authorMolenkamp, Noemien
dc.date.accessioned2024-08-06T17:32:53Zen
dc.date.available2024-08-06T17:32:53Zen
dc.date.issued2020-09-01en
dc.description.abstractThe hospitality industry is currently witnessing an increase in the number of restaurant companies with sustainable business models. This research explores the determinant factors of millennials’ willingness to pay (WTP) by looking at the qualitative decision of whether to pay more and the quantitative decision of how much extra to pay. While literature has investigated the factors that lead people to choose green restaurants, no analysis that simultaneously considers the qualitative and quantitative decisions has been conducted for the millennial generation. This study fills this gap by estimating the Heckit model, which (1) allows us to simultaneously model both decisions and detect their determinants—“green consumerism,” “health consciousness,” “income,” and two psychographics (“green restaurant preference” and “predisposition to make an effort in terms of time and distance”)—and (2) permits the control of sample selections bias, which turns out to be a critical issue in this research.en
dc.description.versionAccepted versionen
dc.format.extent8 page(s)en
dc.format.mimetypeapplication/pdfen
dc.identifierARTN 102601 (Article number)en
dc.identifier.doihttps://doi.org/10.1016/j.ijhm.2020.102601en
dc.identifier.eissn1873-4693en
dc.identifier.issn0278-4319en
dc.identifier.orcidNicolau Gonzalbez, Juan [0000-0003-0048-2823]en
dc.identifier.urihttps://hdl.handle.net/10919/120861en
dc.identifier.volume90en
dc.language.isoenen
dc.publisherElsevieren
dc.relation.urihttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000573058700012&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=930d57c9ac61a043676db62af60056c1en
dc.relation.urihttp://dx.doi.org/10.1016/j.ijhm.2020.102601en
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectGreen consumerismen
dc.subjectGreen restaurantsen
dc.subjectHealth consciousnessen
dc.subjectHeckit modelen
dc.subjectSocial mediaen
dc.subjectWillingness to payen
dc.titleMillennials' willingness to pay for green restaurantsen
dc.title.serialInternational Journal of Hospitality Managementen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherArticleen
dcterms.dateAccepted2020-06-18en
pubs.organisational-group/Virginia Techen
pubs.organisational-group/Virginia Tech/Pamplin College of Businessen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/Hospitality and Tourism Managementen
pubs.organisational-group/Virginia Tech/All T&R Facultyen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/PCOB T&R Facultyen

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