친환경레스토랑 방문 소비자들의 장소정체성과 윤리적 자아정체성이 인지적 만족을 매개로 충성도와 협조에 미치는 영향: 마음챙김의 조절효과

초록

This study analyzed factors that affect green restaurant consumers’ loyalty and cooperation. It examined the ethical self-identity and the place identity, mediated by cognitive satisfaction, affecting consumers’ loyalty and cooperation. This study also investigated the relationships between guilt and the ethical self-identity, and between consumers’ perception of the green restaurant’s green practices and the place identity. Furthermore, it scrutinized how mindfulness has a moderating effect on the relationships between the cognitive satisfaction, and loyalty and cooperation. A survey was administered to consumers who regularly visits green restaurant at least once a month, and the data was analyzed based on the structural equation modeling. The analysis results can be summarized as follows: First, consumers’ perception of green practices of the green restaurant positively affected the place identity. Second, consumers’ guilt positively affected the ethical self-identity. Third, consumers’ ethical self-identity and place identity positively affected cognitive satisfaction. Fourth, consumers’ cognitive satisfaction positively affected their loyalty and cooperation. Finally, the results indicate that mindfulness showed its moderating effects on the relationship between cognitive satisfaction and loyalty.

키워드