Ibrahim Mahmoud Darwish, Ayman Mahmoud Bazzi and Alaaeldin Abbass Ali
The current research seeks to investigate the antecedents of customers’ sustainable purchasing behavior from eco-friendly restaurants located in Lebanon. Moreover, it explores the…
Abstract
Purpose
The current research seeks to investigate the antecedents of customers’ sustainable purchasing behavior from eco-friendly restaurants located in Lebanon. Moreover, it explores the mediating role of purchase intention on the relationships between pro-environmental antecedents and green purchase behavior. Additionally, it examines the moderating role of willingness to pay premium prices for sustainable products.
Design/methodology/approach
The questionnaire technique was used to gather data, and the convenience sample technique was used to select 397 restaurants’ customers.
Findings
The results revealed a positive effect of customers’ green purchase behavior exerted by environmental concern, purchase intention, and willingness to pay premium prices for sustainable products. Also, the findings adopted a significant mediating role of green purchase intention between pro-environmental antecedents and purchase behavior toward green products.
Practical implications
The current study presents several practical implications for managers and decision-makers. Such as issuing green marketing campaigns on a regular basis to highlight the value of organic food safety, the necessity of using eco-friendly cutlery and the use of renewable energy systems.
Originality/value
This study examined the model pro-environmental antecedents in Lebanon as one of the Middle Eastern developing countries, whereas few studies examined this relationship. Furthermore, this paper contributes by examining the mediating role of green purchase intention.
Details
Keywords
Nasser Fathi Easa and Ayman Mahmoud Bazzi
This paper aims to examine the moderated mediation effect of the lack of students’ socialization (as one of the COVID-19 consequences) and the university reputation on the…
Abstract
Purpose
This paper aims to examine the moderated mediation effect of the lack of students’ socialization (as one of the COVID-19 consequences) and the university reputation on the relationship between the service innovation and students satisfaction. The relationship between students satisfaction and their loyalty is also examined.
Design/methodology/approach
This study adopts a quantitative research approach, whereas the study population consists of all universities’ students in Lebanon. Data were collected from 201 students, elected depending on snowballing sample technique. A questionnaire was used to gather data, whereby partial least squares structural equation modeling was used to check the proposed scales validity and the relationships between the study variables.
Findings
The findings reveal a significant direct effect for university’s service innovation on students satisfaction and an indirect effect through the mediation role for university reputation. Moreover, an evidence for weak negative significant effect for lack of socialization on students satisfaction exists. Whereby, lack of socialization does not moderate the relationship between university service innovation and students satisfaction. Finally, students satisfaction has a significant positive effect on their loyalty.
Originality/value
This paper advances the service innovation literature in the higher education sector. In addition, the paper might be the first paper to address the influence of lack of socialization as one of the COVID-19 consequences on students satisfaction. Furthermore, areas for future research are suggested.