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

Research output: Contribution to journalArticle

33 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 languageEnglish (US)
Pages (from-to)21-29
Number of pages9
JournalInternational Journal of Hospitality Management
Volume69
DOIs
StatePublished - Jan 1 2018

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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