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Title What matters to promote consumers' intention to patronize sustainable business-and-industry (B&I) food services?
ID_Doc 65620
Authors Kim, SY; Yoon, J; Choi, I
Title What matters to promote consumers' intention to patronize sustainable business-and-industry (B&I) food services?
Year 2016
Published British Food Journal, 118.0, 11
DOI 10.1108/BFJ-02-2016-0050
Abstract Purpose - To gain strategic insights for promoting sustainable food services, especially in a business and industry (B&I) setting, the purpose of this paper is to investigate decisional factors affecting consumers' patronage intention based on the extended theory of planned behavior (TPB) including two additional constructs of perceived quality and personal moral norm. Design/methodology/approach - An online survey was employed. Out of 978 responses, 548 (70 percent) responses which reported to have visited B&I food services more than five times a month on an average were analyzed by using structural equation modeling. Findings - The study results revealed that consumers' patronage intention toward sustainable B&I food services was well explained by the alternative extended TPB adding a new path from subjective norm to perceived behavioral control. The impact of personal moral norm on consumers' patronage intention was the highest followed by subjective norm, attitude, and perceived behavioral control. Originality/value - This study is one of the few attempts to clarify the underlying motives for patronizing sustainable food services. The study results may give insights into the mechanisms of consumers' patronage intention formation toward sustainable B&I food services and provide useful implications for strategic measures to promote sustainable B&I food services in Korea as well as other countries sharing similar concerns and interests.
Author Keywords Sustainability; Sustainable development; Behavioural intention; Business and industry (B&I) food services; Theory of planned behavior (TPB)
Index Keywords Index Keywords
Document Type Other
Open Access Open Access
Source Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI)
EID WOS:000386788100007
WoS Category Agricultural Economics & Policy; Food Science & Technology
Research Area Agriculture; Food Science & Technology
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