This study examines customers’ food truck patronage intention based on the theory of planned behavior with an additional path from subjective norm to attitude and an additional variable; past behavior. The data were collected from actual and potential food truck customers in the United States, whose age is 18 years or older, by employing Amazon Mechanical Turk as a sampling frame. The data were analyzed using a two-step approach of structural equation modeling. The study’s results indicate that the hypothesized model can explain customers’ intention formation of eating at a food truck well. Based on these findings, theoretical and managerial implications are presented.
All Science Journal Classification (ASJC) codes
- Food Science