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NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants

Author

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  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • Junghoon (Jay) Lee

    (School of Hospitality Leadership, East Carolina University, 306 Rivers Building, Greenville, NC 27858-4353, USA)

  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

Abstract

The movement toward smart farming, which has productivity and eco-friendly roles, is emerging in the foodservice industry in the form of indoor smart farm restaurants. The purpose of this study was to investigate the consumer decision-making processes in the context of indoor smart farm restaurants. The investigational framework was designed around the norm activation model (NAM) and the theory of planned behavior (TPB), with the moderating role of age. In particular, this study merged NAM and TPB to assess the effect of awareness of consumption consequences on consumers’ attitudes as well as the role played by subjective norms in the formation of personal norms. Data were collected from 304 respondents in South Korea. As a result of structural equation modeling, the proposed hypotheses of causal relationships were generally supported, excluding only the relationship between subjective norm and behavioral intention. The moderating role of age was identified in the relationships between (1) subjective norm and attitude, and (2) personal norm and behavioral intention. This study presents not only theoretical contributions as the first empirical study on consumer behavior in the context of indoor smart farm restaurants but also presents practical suggestions from the perspective of green marketing.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:21:p:14604-:d:965767
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    1. Kyuhyeon Joo & Jinsoo Hwang, 2023. "Do Consumers Intend to Use Indoor Smart Farm Restaurants for a Sustainable Future? The Influence of Cognitive Drivers on Behavioral Intentions," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    2. Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2023. "Consequences of Psychological Benefits in the Context of Eco-Friendly Indoor Smart Farm Restaurants: The Moderating Role of Curiosity," Sustainability, MDPI, vol. 15(21), pages 1-18, October.
    3. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "A Study on Behavioral Intentions in the Field of Eco-Friendly Drone Food Delivery Services: Focusing on Demographic Characteristics and Past Experiences," Sustainability, MDPI, vol. 15(7), pages 1-13, April.

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