Far eastern restaurant customers’ willingness to pay a price premium (WTPP): Gastronomic involvement as a mediator

Abstract

The study aims to determine the factors influencing customers’willingness to pay a price premium at Far Eastern restaurantsand examines whether gastronomic involvement mediates thisrelationship. Data were collected from 641 customers of FarEastern restaurants in Turkey using a survey-based methodwith structured questionnaires. The proposed model wastested through partial least squares structural equation mod-eling. Among the factors, health value emerged as the mostinfluential in fostering gastronomic involvement in Far Easterncuisine, followed by the bandwagon effect, the Far Easternchef image, and the snob effect. Gastronomic involvementwas identified as a mediating factor between the antecedentvariables (health value, chef image, bandwagon effect, andsnob effect) and willingness to pay a price premium (WTPP).The findings provide valuable insights for researchers andpractitioners, highlighting key factors that drive customers’willingness to pay a price premium for the Far Eastern culinaryexperience.