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The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation's Perspective towards Eco-Friendly Restaurants
Compared to other generations, Generation Z (Gen Z) tend to be more concerned with environmental problems, prefer healthier food options, and are willing to pay premium prices for eco-friendly food products. Until now, however, this market segment had not been the focus of any sustainability research in the restaurant context. The present study fills this gap while exploring if green self-identity (one's alignment with environmental concerns) influences perceptions of green restaurants (one'sdoi:10.3390/su141710539 fatcat:ma7lnjafdreshcum6xp4hjuycm