Acceptance of Green Technology-Based Service: Consumers’ Risk-Taking Behavior in the Context of Indoor Smart Farm Restaurants

• Published in: Applied sciences 2023-10, Vol.13 (20), p.11433
• Main Authors: Joo, Kyuhyeon, Hwang, Jinsoo
• Format: Article
• Language: English
• Subjects: Agriculture; Consumer behavior; consumer novelty seeking; Green technology; indoor smart farm restaurant; Innovations; Marketing; Marketing research; Restaurants; the perceived risk theory; the theory of planned behavior
• ISSN: 2076-3417; 2076-3417
• DOI: 10.3390/app132011433

Smart farm technology contributes to sustainable environmental protection, and so it is important to investigate consumer behavior in this regard. Therefore, this paper constructs a theoretical model focusing on the consumers of indoor smart farm restaurants. The theoretical framework integrates the theory of planned behavior and the perceived risk theory. The constructed framework is deepened by testing the moderating role of novelty seeking in the effects of perceived risks on attitudes. The results revealed that (1) psychological and quality risks negatively affect attitude, (2) subjective norm positively affects attitude, (3) attitudes, subjective norm, and perceived behavioral control positively affect behavioral intentions, and (4) the moderating impact of novelty seeking was discovered in the relationship between psychological risk and attitude. This is the first investigation of the perceived risks of indoor smart farm restaurants, and this study empirically proved the moderating role of novelty seeking in the risk-taking behavior context. This study consequently contributes to advancing state-of-the-art methods and presents practical marketing recommendations.