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’s perceived image of green restaurants) and warm glow feeling (one’s good feeling from patronizing green restaurants), which in turn affect willingness to pay. Data was collected from 388 Gen Z participants through a questionnaire survey, and covariance-based structural equation modeling (CB-SEM) was used to examine the study’s model. The results indicate warm glow is generated when individuals with green self-identity acknowledge restaurants are using green practices, which in turn influences their willingness to pay at green restaurants. Additionally, the findings of this study advance the theoretical viewpoints for social exchange theory (SET), identity theory, and green consumption in the restaurant industry. For practical implementation, restaurateurs can improve their businesses by developing their green image, initiating green design, and incorporating eco-friendly activities to enhance patrons’ dining experience.

The purpose of this study is to develop and test a theoretical model explaining the effects of previous hotel brand extensions on customer attitudes toward new extensions, customer perceptions of core brand reputation, and loyalty. An online survey was conducted to collect data. A total of 511 responses were analyzed using confirmatory factor analysis and structural equation modeling. The results revealed that for a hotel brand that has launched more than one extension, the performance of any previous hotel brand extensions had positive effects on a new hotel brand extension as well as the core brand. These findings contribute to the body of knowledge on brand extension, especially in hotel context. More detail findings and implication are provided in the manuscript.

PurposeCharity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms, social norms, self-identity, response efficacy and the “warm glow” feeling, which, in turn, influences willingness to return and enjoyment of participation in charity sports events in Thailand.Design/methodology/approachAn online self-administered survey was conducted to collect data from 600 participants, and structural equation modelling (SEM) was done under the two-step modelling approach to test the hypotheses.FindingsThe findings indicate that self-identity and response efficacy positively influence participants' warm glow. By contrast, the relationships of personal and social norms with warm glow are not significant. Moreover, warm glow positively influences participants' willingness to return to attend the event and their enjoyment.Practical implicationsThis study's findings have academic implications and can benefit marketers and event organizers by giving them insights into participants' behaviour and allowing them to better create services to improve participant experiences and boost repeat attendance better.Originality/valueBy applying the concept of warm glow in the context of charity sports events, this study deepens the understanding of the causal pathways from the antecedents to participants' willingness to return and enjoyment through the warm glow.

Although the literature shows that consuming pro-social products increases warm glow, a psychological factor that contributes to consumer experience and satisfaction, it is unclear whether participating in a charity sporting event results in the same outcome. This research addresses this gap by testing the effects of participating in charity running events and altruism on the warm glow of participants. A scenario-based survey was employed to collect data from 180 respondents who had previously participated in charity running events. Multiple regression analysis results showed that participating in a charity (vs. non-charity) running event increased participants’ warm glow. Altruism also had a significant positive impact on their warm glow; however, this effect was independent of the percentage of proceeds donated by the event to charity.

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