The Antecedents of satisfaction of eco-friendly seafood: The moderating effect of gender

Abstract

The objective of this study is to analyze how consumption value affects customer satisfaction toward eco-friendly seafood products. Moderating role of gender is also examined. For empirical validation of our model, data were collected from a cross-sectional survey of 307 consumers in the South Korea, who have bought a eco-friendly seafood, a representatives eco-friendly product. The results demonstrated several important findings. First, emotional consumption value, social consumption value and functional consumption value had significant positive effects on eco-friendly seafood product satisfaction, Second, interaction effect of social value and gender had a positive effect on satisfaction. Third, interaction effect of functional value and gender had a negative effect on satisfaction. Theoretical and managerial implications are suggested.

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