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      How counterfactual thinking affects willingness to consume green restaurant products: Mediating role of regret and moderating role of COVID-19 risk perception

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          Abstract

          Given the severe impact of the COVID-19 pandemic, one may wonder how this situation might have differed if green consumption had been prioritized. Counterfactual thinking is a psychological concept wherein people ponder alternative outcomes of events that have already happened. This paper presents two experiments to explore (a) the effect of counterfactual thinking on individuals' willingness to consume green restaurant products and (b) the roles that regret and risk perception play in the main effect. Study 1 revealed that consumers who think counterfactually express stronger willingness to consume green restaurant products than those who do not think counterfactually. A partial mediating effect of regret was also confirmed in this process. Study 2 showed that risk perception moderates the impact of counterfactual thinking on one's willingness to consume green restaurant products. Theoretical contributions of these findings to counterfactual thinking theories are discussed, and managerial implications for tourism marketing are provided.

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          Most cited references151

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          World Health Organization declares global emergency: A review of the 2019 novel coronavirus (COVID-19)

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                Author and article information

                Journal
                Journal of Hospitality and Tourism Management
                The Authors.
                1447-6770
                1447-6770
                12 May 2023
                June 2023
                12 May 2023
                : 55
                : 344-354
                Affiliations
                [1]Management School, Hainan University, Number 58, Renmin Avenue, Haikou, 570228, China
                Author notes
                []Corresponding author. Management School, Hainan University, Number 58, Renmin Avenue, Haikou, 570228, China.
                Article
                S1447-6770(23)00068-2
                10.1016/j.jhtm.2023.05.001
                10176039
                6cd5c5eb-a224-4041-9e65-7088004ad442
                © 2023 The Authors

                Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.

                History
                : 28 November 2022
                : 27 April 2023
                : 1 May 2023
                Categories
                Article

                covid-19,counterfactual thinking,risk perception,regret,environmentally friendly consumption

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