Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior

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.

Study at a glance

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.