Gunae Choi

Bio: Gunae Choi is an academic researcher from Johnson & Wales University. The author has contributed to research in topics: Willingness to pay & Consumer behaviour. The author has an hindex of 3, co-authored 3 publications receiving 201 citations.

A Comparative Study of Consumers' Green Practice Orientation in India and the United States: A Study from the Restaurant Industry

Abstract: By considering differences in culture and economic conditions in two different countries, India and the United States, this study investigates the psychological factors (consumers' attitudes, behav...

Consumers' Environmental Concerns and Behaviors in the Lodging Industry: A Comparison between Greece and the United States

Abstract: This study utilizes data collected from Greece and the United States to examine consumer attitudes and behavior intentions toward the environmentally responsible practices (ERP) of hotels. Specifically examined is the impact of ERP on consumers' willingness to pay (WTP) for such hotel practices. The results indicate that consumers in both countries were more likely to patronize and demonstrate a strong WTP for hotels that provide ERP. Furthermore, the results reveal that consumers in Greece have higher environmental concerns and WTP than those in the United States, confirming that differences in culture and social structure determine a consumer's Green orientation and WTP.

A Comparative Study of Consumers' Green Practice Orientation in India and the United States: A Study from the Restaurant Industry

Abstract: By considering differences in culture and economic conditions in two different countries, India and the United States, this study investigates the psychological factors (consumers’ attitudes, behavioral intentions, and involvement) in relation to Green practices (GP) in the restaurant industry as measured by three concerns (health, social, and environmental). Next, the study examines how these factors affect consumers’ willingness to pay for GP. Results from principal component analyses and multinomial logistic regressions with data from India (n = 196) and the United States (n = 200) (collected from customers at two comparable commercial restaurants in each country) show that there is a clear difference in consumers’ attitudes, behavioral intentions, and involvement in GP and the relationship of these factors to the consumers’ willingness to pay. The findings of this study showed that consumers in the United States have a higher degree of involvement in environmentally and socially responsible practices in restaurants, which have the most significant effect on consumers’ willingness to pay up to 10% or higher on menu prices for GP. In contrast, consumers in India have a higher degree of involvement in health and visibility than consumers in the United States, which is the major driver of their willingness to pay more than 10% or higher on menu prices for GP.

Young consumers insights on brand equity: effects of brand association, brand loyalty, brand awareness, and brand image

Abstract: Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire populatio...

Exploring Consumer Perceptions of Green Restaurants in the US

Abstract: Consumer attitudes and behavioural intentions towards environmentally sustainable practices in restaurants is an under-explored area in the hospitality literature, despite the growing ‘green’ trend. This article analyses data collected from 455 restaurant customers across five casual dining restaurants to gain insight into consumer attitudes towards, and willingness to pay more for, restaurants that engage in ‘green’ practices. The findings illustrate that there is an unfilled market niche for ‘green’ restaurants, as customers care about restaurants protecting the environment and would be willing to pay more to offset any additional costs associated with ‘green’ practices.

Eco-friendly Attitudes, Barriers to Participation, and Differences in Behavior at Green Hotels

Abstract: A deeper understanding of customers’ desire for and participation in green activities can lead to organizations designing more efficient and effective green programs. This research finds that the guests’ assessment of the importance of being environmentally friendly has the greatest effect on their intention to stay in a green hotel. Second, the research identifies the following customer barriers to participation: inconvenience, perceptions of cost cutting, and decreased luxury—all of which significantly affect consumers’ intention to stay at a green hotel or pay more for a room in such a hotel. Third, the results show that customers believe that hotels should have certain green practices, but did not consider it important to stay in a hotel that actually maintains the thirteen green practices tested here. Fourth, the results find that customers behave with greater environmental responsibility at home than they do in a hotel. Among the implications of these findings is the idea that hotel managers’ commun...