Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control

Abstract

This study examines the effect of the internal environmental locus of control, which includes green consumers, environmental activists, environmental advocates, and recyclers, in regard to the green image of edible insect restaurants. This study additionally investigates how the green image of edible insect restaurants affects the willingness to pay more. Lastly, this study explores the differences of the internal environmental locus of control, which were based on the demographic characteristics. A total of 448 samples were used for the final statistical analysis. The results of the data analysis indicate that two dimensions of the internal environmental locus of control, which include recyclers and environmental activists, have a positive influence on the green image of edible insect restaurants, and they in turn positively affect the willingness to pay more. In terms of difference analysis, all four concepts of INELOC indicated statistical differences according to age. In addition, significant differences of the mean value of recyclers and environmental advocates were found in age. There were also significant differences in the education level for the groups of green consumers. There were significant differences in green consumers, environmental advocates, and environmental activists based on marital status. Lastly, there were significant differences of the mean values of environmental advocates in monthly income.