커피전문점의 지속가능경영이 점포이미지와 고객의 행동의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effect of sustainability management (SM) at coffee houses on customers` store image and behavioral intention. In addition, customers` willingness to pay a premium for sustainable coffee houses was studied. During October 2011, a web survey was conducted via an on-line research company with customers aged 20 to 39 visiting one of the top five coffee houses in Korea at least once a month. A total of 300 targeted customers responded and all the data were analyzed. An exploratory factor analysis derived two dimensions of SM: SM　in Social and Environmental Perspective and SM in Economic Perspective. The result of structural equation modeling indicated that SM in Economic Perspective at coffee houses had a significant positive effect on customers` behavioral intention with mediating effect by store image, but SM in Social and Environmental Perspective did not have such effect. Approximately one-third (31%) of the respondents were willing to pay a premium for a sustainable coffee house in a scenario. approximately 84% of the respondents unwilling to pay a premium for the sustainable coffee house chose the cost-related reasons including “Coffee price at the coffee house that they most often visit is already expensive (62.3%)” for such unwillingness. The results of this study showed that SM of coffee houses, especially that in Economic Perspective, could contribute to store image, and therefore increase customers` favorable behavioral intention, although the additional cost resulted from such SM practices might not be easily accommodated by customers. (Korean J Community Nutr 17(4): 494~503, 2012)

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