Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior

This study proposes and explores an emotion-related theoretical framework based on the theory of planned behavior (TPB) model to examine the relationship between the variables and explain consumers’ acceptance of and engagement in ecological behavior. This study augments the TPB with the construct a...

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Bibliographic Details
Published in:International journal of hospitality management 2013-09, Vol.34, p.255-262
Main Authors: Kim, Yong Joong, Njite, David, Hancer, Murat
Format: Article
Language:English
Subjects:
Eco-friendly restaurant
Emotion
Theory of planned behavior
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Summary:This study proposes and explores an emotion-related theoretical framework based on the theory of planned behavior (TPB) model to examine the relationship between the variables and explain consumers’ acceptance of and engagement in ecological behavior. This study augments the TPB with the construct anticipated regret and examines TPB's predictive power of consumer intentions to select eco-friendly restaurants. The results suggest that decision-making models such as the TPB incorporate anticipated emotion. The findings provide further insight into the consumers’ decision-making processes which is essential for the development of green marketing strategies in the restaurant context.
ISSN:0278-4319
1873-4693
DOI:10.1016/j.ijhm.2013.04.004