College students’ willingness to pay more for local food: An extended decomposed theory of planned behavior approach

Yeon Ho Shin, Seung Eun Jung, Haemi Kim, Jinyoung Im

Research output: Contribution to journalArticlepeer-review


This study aims to examine factors affecting college students’ willingness to pay more for local food. The proposed research model is established based on an extended and decomposed theory of planned behavior. A field survey was conducted toward college students, representatives of Gen Z, with a self-administered questionnaire at a university located in the Southern United States. Structural equation modeling was conducted to examine the hypothesized relationships and the results imply how college students view local food consumption. The findings contribute to advancing the theory of planned behavior with more sophistication and to designing marketing strategies to approach the younger generation for more profitability.

Original languageEnglish (US)
JournalJournal of Foodservice Business Research
StateAccepted/In press - 2023

All Science Journal Classification (ASJC) codes

  • Food Science

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