Effects of the LOHAS Image of Restaurants on Involvement and Willingness to Pay
레스토랑의 로하스 이미지가 관여도 및 지불의사에 미치는 영향

Na-Hyung Kim
2016 The Journal of the Korea Contents Association  
With the changing consciousness of consumers, there has been an increasing interest in nature-friendly lifestyles and safety of food ingredients. Therefore, the LOHAS image, which has value in social health and sustainability, is expected to be a factor that helps restaurants establish differentiation strategies. This study examined the LOHAS image of restaurants on involvement and willingness to pay. The results were as follows. First, eco-friendly food ingredients and interiors among the
more » ... iors among the LOHAS image factors of restaurants had a significant effect on involvement. Second, the perception of LOHAS in the LOHAS image factors of restaurants had a significant effect on involvement. These results may be due to the lack of a conceptual understanding of LOHAS among restaurant customers, who fail to properly grasp its meaning. Therefore, in order to promote the LOHAS image of restaurants to customers, it is necessary to consider presenting POPs or signs that will enable customers to understand the concept of LOHAS inside the restaurant. Third, consumers' involvement turned out to have a significant effect on their willingness to pay. Thus, it is necessary to imprint the image of a LOHAS restaurant using eco-friendly colors, sculptures, and agricultural products so that customers can perceive food ingredients or interior elements as eco-friendly. ■ keyword :|LOHAS|Restaurant LOHAS Image|Involvement|Willingness to Pay|
doi:10.5392/jkca.2016.16.01.666 fatcat:bnwwjvmtvrc65l7fnozktjbbcy