Effects of millennials willingness to pay on buying behaviour at ethical and socially responsible restaurants: Serial mediation analysis

This study empirically examines millennials' buying behaviour at restaurants undertaking Corporate Social Responsibility activities by testing the effects of willingness to pay on buying behaviour. Using Hayes' serial mediation PROCESS model, the study analyses the direct and indirect effects of millennials' willingness to pay on their buying behaviour at ethical and socially responsible restaurants using data from 212 millennials in North-East Scotland. Results showed that willingness to pay has significant direct and indirect effects on buying behaviour. The mediation effect of environmental concern was not supported. The serial mediation analysis showed that environmental concern, social influence, and personal norms jointly mediated the effects of willingness to pay on buying behaviour. The proposed serial model suggests that only direct measure of willingness to pay on buying behaviour is insufficient for restaurants to respond to millennials' expectations, providing empirical evidence on the need for customer's engagement as businesses emerge from covid-19.

Exploring Learning for On-Campus Students Transitioning to Online Learning during the COVID-19 Pandemic: Perceptions of Students in the Higher Education

Due to the emergence of COVID-19, the education sector has embraced online learning as the main delivery method to engage and impact knowledge and skills acquisition of their students. However, learning is not just about knowledge and skills acquisition but is an activity contributing to change and enrichment of the learner. This paper draws upon the results of a qualitative interview conducted amongst postgraduate students enrolled in an AMBA-accredited and top business school in the UK. The results revealed that students' experience of the sudden transition to online learning is shaped by four distinct but interrelated areas: benefits of online learning, challenges of online learning, success factors in online learning and support in online learning. These findings will help higher education institutions and online learning tutors concentrate more on areas important to student learning when migrating from face-to-face to online modes of teaching.