Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior
Sustainability December 10, 2020 Kumju Hwang, Bora Lee, Juhee Hahn
Among green restaurant consumers, pride is linked to self-actualization and healthy social narcissism is linked to self-transcendence. Self-actualization and self-transcendence are positively related to each other and both are positively associated with customer citizenship behavior (CCB). The pathway from pride through self-actualization to CCB is stronger than the pathway from healthy social narcissism through self-transcendence to CCB.