The Effect of Green Self-Identity on Perceived Image, Warm Glow and Willingness to Purchase: A New Generation’s Perspective towards Eco-Friendly Restaurants
Round 1
Reviewer 1 Report
Thank you very much for this opportunity to study the author's research. Through questionnaire survey, this paper takes Generation Z as the research object and eco-friendly restaurants as the research background to analyze the relationship between green self-identity, perceived image, warm glow and willingness to purchase. The paper is relatively standard, but I don't think it's ready for publication. The following suggestions are for your reference:
1. In the Introduction part, I did not see the value of this research. The author mentioned that “there is a lack of evidence explaining how green self-identity might lead to consumers’ perceiving restaurant image and their feeling of warm glow” was not solved in this study. Another “it is still unclear that the feeling of warm glow influences willingness to visit green restaurants” doesn't explain the importance of this study either.
2. In section 2. Literature Review and Hypothesis Development, the author does not elaborate on the research on "eco-friendly restaurants" in the title. In addition, the author emphasizes Generation Z which also needs to be reviewed (the author only introduces it in a paragraph in Section 2.1, which is not sufficient).
3. In section 3. Method, (1) The age of restaurant customers investigated by the author is between 18 and 25 years old. Does it is consistent with "Generation Z (Gen Z) are people born from around the mid 1990's" mentioned above? For example, the 18-year-old customer was born in 2004. Is that Gen Z? Authors are advised to define this concept clearly. (2) Another related problem is that Gen Z is not reflected in the model. It is possible that the model holds for different generations. (3) The data collection process is too brief. I would like to know how to determine what is a green restaurant? Which green restaurant customers were surveyed? How does network research get customers to evaluate "This restaurant"?
4. In the 6. Limitations and Future Research section, I didn't think CSR had a close relationship with green restaurant. Of course, CSR is important for any business. It is suggested that the authors propose future research directions that are more in line with the topic.
Author Response
Dear the reviewer,
Thank you for the opportunity for us to revise the manuscript. We have addressed information based on the reviewers' comments. Please find the attached file for the revised manuscript with responding to reviewers' comments (at the end of the paper).
Let me know if you have any questions.
Thank you.
Sincerely,
Chompoonut
Author Response File: 
Author Response.pdf
Reviewer 2 Report
Interesting topic, correct approach.
Author Response
Dear the reviewer,
Thank you for the opportunity for us to revise the manuscript. We have addressed information based on the reviewers' comments. Please find the attached file for the revised manuscript with responding to reviewers' comments (at the end of the paper).
Let me know if you have any questions.
Thank you.
Sincerely,
Chompoonut
Author Response File: 
Author Response.docx
Reviewer 3 Report
1. In Table 1 for item GSI1, i think loading factors are not valid, even in prior studies by Chin, 1998 Loading factor value 0.50 - 0.60 (for development research and conceptual) can accept; but in this case, your studies is not development conceptual. I suggest for authors you can delete that item to make your AVE value gain.
2. Besides that this manuscript, there's no discussion so the authors must prove the discussion.
3. In the 3.3 - 3.4 and 4.3 - 4.2 sections the author should clarify, that the measurement that you use is SEM-PLS, but in this 3.4 section use AMOS method.
Author Response
Dear the reviewer,
Thank you for the opportunity for us to revise the manuscript. We have addressed information based on the reviewers' comments. Please find the attached file for the revised manuscript with responding to reviewers' comments (at the end of the paper).
Let me know if you have any questions.
Thank you.
Sincerely,
Chompoonut
Author Response File: Author Response.pdf
Round 2
Reviewer 1 Report
no more comments
Reviewer 3 Report
I've see the revise of this manuscript i guess it can be accepted
