Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior
Kumju Hwang, Bora Lee, Juhee Hahn
Sustainability December 10, 2020 DOI: 10.3390/su122410339 (opens in new tab)
Study at a glance
AI-extracted from the abstract| Characteristics | Survey Peer reviewed |
|---|---|
| Population | Green restaurant consumers |
| Key findings | Pride and self-actualization are positively associated, healthy social narcissism and self-transcendence are positively associated, and both self-actualization and self-transcendence are positively associated with customer citizenship behavior, with the pride-self-actualization-CCB path being more dominant. |
Abstract
This study explored green restaurant consumers’ self-actualization and self-transcendence motivations that drive customer citizenship behavior (CCB). A survey of green restaurant consumers was administered, and structural equation modeling (SEM) analysis was performed. The findings indicate the presence of positive associations between pride and self-actualization, and healthy social narcissism and self-transcendence. This study also found a positive relationship between self-actualization and self-transcendence, and they are positively associated with CCB. Interestingly, the findings suggest that green restaurant consumers’ pride, self-actualization and CCB path is more dominant path vis-à-vis the path from healthy social narcissism mediated by self-transcendence to CCB.