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The purpose of this study is to identify the attributes that statistically affect reason intention. The triple bottom line, a theoretical framework of corporate social…
The purpose of this study is to identify the attributes that statistically affect reason intention. The triple bottom line, a theoretical framework of corporate social responsibility (CSR) consisting of economic, social and environmental subdimensions, is used as the theoretical foundation.
In this study, price fairness, quarantine and hygiene, and eco-friendliness represent economic, social and environmental CSR, respectively. Amazon Mechanical Turk is used for data collection. The valid number of observations is 474. Structural equation modeling is implemented to test the research hypotheses.
The results indicate that price fairness, quarantine and hygiene positively affect the reuse intention of coffee shops. However, eco-friendliness appears to be an attribute that does not significantly affect reuse intention.
This study theoretically contributes to the literature by demonstrating the explanatory power of triple bottom line theory for café customer intention.