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Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model

Author

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  • Aurelio Tommasetti

    (Department of Business Science—Management & Innovation Systems, University of Salerno, 84084 Fisciano, Italy)

  • Pierpaolo Singer

    (Department of Business Science—Management & Innovation Systems, University of Salerno, 84084 Fisciano, Italy)

  • Orlando Troisi

    (Department of Business Science—Management & Innovation Systems, University of Salerno, 84084 Fisciano, Italy)

  • Gennaro Maione

    (Department of Business Science—Management & Innovation Systems, University of Salerno, 84084 Fisciano, Italy)

Abstract

In the modern competitive scenario, all companies seek to understand how to achieve success. One of the keys to conquer/maintain market shares is sustainability, which is a hot topic of numerous studies that have focused on its use as a solution to obtain social, environmental, economic, and cultural benefits. To this end, the present work aims to identify the variables able to guide consumers towards the choice of sustainable restaurants through the conceptual extension of a theoretical model known in literature as Theory of Planned Behavior (TPB). The authors propose an Extended Theory of Planned Behavior (ETPB), consisting of seven variables: attitude; subjective norm; perceived behavioral control; perceived usefulness; curiosity; behavioral intention; and behavior. The authors used a quantitative approach based on the test of a Structural Equation Model (SEM). Overall, 1023 questionnaires were analyzed. The results of the analysis provided empirical evidence for the hypotheses formulated suggesting that attitude, subjective norm, perceived behavioral control, perceived usefulness, and curiosity affected the consumers’ behavioral intention to prefer sustainable restaurants and that behavioral intention affected their actual behavior. Based on what emerged from the analysis, the work could be understood as a useful tool for scholars and practitioners, suggesting interesting theoretical and managerial implications. In fact, on the one hand, it contributes to the enrichment of scientific literature related to the factors triggering human choices, and, on the other, it helps maximize the success of the restaurants by highlighting the levers to be actioned to improve business performances. However, the paper presents a main limit, linkable to the fact that, whilst the use of questionnaires represents an advantage in terms of sample size, on the other hand, it does not allow us to go deeper in understanding the reasons why people prefer restaurants that adopt sustainable practices.

Suggested Citation

  • Aurelio Tommasetti & Pierpaolo Singer & Orlando Troisi & Gennaro Maione, 2018. "Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:7:p:2580-:d:159550
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    References listed on IDEAS

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    6. Hasanbarog Zhila Mahrooz & Rasouli Eshaq & Ardabili Farzad Sattari & Azadi Behnam, 2022. "The Role of Planned Behavior in Predicting Customer Orientation," Management, Sciendo, vol. 26(2), pages 41-62, December.
    7. Aoshuang Li & Yongqiang Sun & Xiaodong Yang & Jinyu Guo, 2019. "Exploring the Relationship between Perceived Ease of Use and Continuance Usage of a Mobile Terminal: Mobility as a Moderator," Sustainability, MDPI, vol. 11(4), pages 1-15, February.
    8. Naser Valizadeh & Samira Esfandiyari Bayat & Masoud Bijani & Dariush Hayati & Ants-Hannes Viira & Vjekoslav Tanaskovik & Alishir Kurban & Hossein Azadi, 2021. "Understanding Farmers’ Intention towards the Management and Conservation of Wetlands," Land, MDPI, vol. 10(8), pages 1-18, August.
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    10. Min Tian & Bo Pu & Yini Chen & Zhian Zhu, 2019. "Consumer’s Waste Classification Intention in China: An Extended Theory of Planned Behavior Model," Sustainability, MDPI, vol. 11(24), pages 1-18, December.
    11. Unji Baek & Seul Ki Lee, 2023. "Pandemic Dining Dilemmas: Exploring the Determinants of Korean Consumer Dining-Out Behavior during COVID-19," Sustainability, MDPI, vol. 15(10), pages 1-15, May.
    12. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    13. Luis Pérez y Pérez & Pilar Egea, 2019. "About Intentions to Donate for Sustainable Rural Development: An Exploratory Study," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    14. Mei-Hui Peng & Hsin-Ginn Hwang, 2021. "An Empirical Study to Explore the Adoption of E-Learning Social Media Platform in Taiwan: An Integrated Conceptual Adoption Framework Based on Technology Acceptance Model and Technology Threat Avoidan," Sustainability, MDPI, vol. 13(17), pages 1-14, September.
    15. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    16. Xingwei Li & Jiachi Dai & Xiaowen Zhu & Jingru Li & Jinrong He & Yicheng Huang & Xiang Liu & Qiong Shen, 2023. "Mechanism of attitude, subjective norms, and perceived behavioral control influence the green development behavior of construction enterprises," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    17. Peeraya Thongkruer & Sawat Wanarat, 2023. "The Relationship between Air Travel Service Quality and Factors of Theory of Planned Behavior: Evidence from Low-Cost Airlines in Thailand," Sustainability, MDPI, vol. 15(11), pages 1-26, May.
    18. Nagarajan Shanmugavel & Rema Rajendran, 2022. "Adoption of Rainwater Harvesting: a Dual-factor Approach by Integrating Theory of Planned Behaviour and Norm Activation Model," Water Resources Management: An International Journal, Published for the European Water Resources Association (EWRA), Springer;European Water Resources Association (EWRA), vol. 36(8), pages 2827-2845, June.
    19. Hoti, Ferdiana & Perko, Tanja & Thijssen, Peter & Renn, Ortwin, 2021. "Who is willing to participate? Examining public participation intention concerning decommissioning of nuclear power plants in Belgium," Energy Policy, Elsevier, vol. 157(C).
    20. Carlos Jurado-Rivas & Marcelino Sánchez-Rivero, 2019. "Willingness to Pay for More Sustainable Tourism Destinations in World Heritage Cities: The Case of Caceres, Spain," Sustainability, MDPI, vol. 11(21), pages 1-21, October.
    21. Kyuhyeon Joo & Junghoon (Jay) Lee & Jinsoo Hwang, 2022. "NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants," IJERPH, MDPI, vol. 19(21), pages 1-18, November.

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