Abstract
This study was to identify the crucial role of health benefits and price fairness in an environmentally friendly restaurant context and to examine relationships among health benefits, price comparison, and price fairness. Valid responses were collected from 421 visitors to an environmentally friendly restaurant. Results showed that the hypothesized model fits the data well but revealed no moderating effect of belief in health benefits on perceptions of price fairness. Therefore, an alternative model was proposed to reflect the findings from the original model that was statistically superior. Findings contribute to advancing knowledge about perceptions of price fairness in environmentally friendly dining services.
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