Locally Sourced Restaurant: Consumers Willingness to Pay

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

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

This study tested (1) the theory of planned behavior to identify factors influencing customers’ willingness to pay more when visiting a locally sourced restaurant, and (2) assesses the effect of health consciousness and community attachment on willingness to pay more through attitude, subjective norms, and perceived behavioral control in visiting a locally sourced restaurant. A total of 423 responses were analyzed using a two-step approach of structural equation modeling. The findings indicated that health consciousness and community attachment positively influences attitude, subjective norm, and perceived behavioral control in visiting a locally sourced restaurant, which ultimately influence willingness to pay more.

Original languageEnglish (US)
Pages (from-to)68-82
Number of pages15
JournalJournal of Foodservice Business Research
Volume21
Issue number1
DOIs
StatePublished - Jan 2 2018

All Science Journal Classification (ASJC) codes

  • Food Science

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