The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus

Yeon Ho Shin; Jinyoung Im; Seung Eun Jung; Kimberly Severt

doi:10.1016/j.ijhm.2017.10.011

The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus

Yeon Ho Shin, Jinyoung Im, Seung Eun Jung, Kimberly Severt

Division of Engineering, Business & Computing (Berks)

Research output: Contribution to journal › Article › peer-review

238 Scopus citations

Abstract

This study's purpose is to explore consumers’ intention to choose organic menu items at restaurants and their intention to visit restaurants featuring organic menu items. The study model was developed using the theory of planned behavior and the norm activation model. With a total of 461 responses, the results from structural equation modeling indicated that attitude, subjective norm, perceived behavioral control, and personal norm are determinants of intention to choose organic menu items, which eventually lead to consumers’ intention to visit restaurants featuring organic menu items. Theoretical and managerial implications of the research are discussed.

Original language	English (US)
Pages (from-to)	21-29
Number of pages	9
Journal	International Journal of Hospitality Management
Volume	69
DOIs	https://doi.org/10.1016/j.ijhm.2017.10.011
State	Published - Jan 2018

All Science Journal Classification (ASJC) codes

Tourism, Leisure and Hospitality Management
Strategy and Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1016/j.ijhm.2017.10.011

Cite this

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title = "The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus",

abstract = "This study's purpose is to explore consumers{\textquoteright} intention to choose organic menu items at restaurants and their intention to visit restaurants featuring organic menu items. The study model was developed using the theory of planned behavior and the norm activation model. With a total of 461 responses, the results from structural equation modeling indicated that attitude, subjective norm, perceived behavioral control, and personal norm are determinants of intention to choose organic menu items, which eventually lead to consumers{\textquoteright} intention to visit restaurants featuring organic menu items. Theoretical and managerial implications of the research are discussed.",

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The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus

Abstract

All Science Journal Classification (ASJC) codes

UN SDGs

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