Encouraging consumers to pay a premium for environmentally friendly food packaging is vital. This study examines consumers’ willingness to pay a premium for environmentally friendly (reusable and sustainable) compared to single-use plastics (conventional) off-premises food packaging. Using the stimulus-organism-response theory, two experimental studies were conducted. Study 1 shows the direct influence of environmentally friendly food packaging on consumer willingness to pay a premium for off-premises food packaging, and its indirect influence via pro-environmental self-identity and moral judgment. Study 2 confirms the indirect effects, while supporting the main effect only for the reusable option. This study also reveals that reputation and impact legacy motives moderate the serial mediation effect through pro-environmental self-identity and moral judgment. The findings suggest that foodservice businesses can encourage consumers, particularly those with strong legacy motives, to pay a premium for environmentally friendly off-premises food packaging by creating message appeals to their pro-environmental self-identity and moral judgment.

中文翻译：

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遗产很重要：鼓励人们愿意为环保的场外食品包装支付溢价


鼓励消费者为环保食品包装支付溢价至关重要。本研究考察了与一次性塑料（传统）场外食品包装相比，消费者愿意为环保（可重复使用和可持续）支付溢价的意愿。使用刺激-生物-反应理论，进行了两项实验研究。研究 1 显示了环保食品包装对消费者为场外食品包装支付溢价的意愿的直接影响，以及通过亲环境的自我认同和道德判断产生的间接影响。研究 2 确认了间接效应，同时仅支持可重用选项的主效应。本研究还揭示了声誉和影响力遗留动机通过亲环境的自我认同和道德判断来调节连续中介效应。研究结果表明，餐饮服务企业可以通过创造信息呼吁来支持他们支持环境的自我认同和道德判断，从而鼓励消费者，尤其是那些具有强烈传统动机的消费者，为环保的场外食品包装支付溢价。