Customer intention to visit: an integrated theoretical approach in green restaurants context
محورهای موضوعی : Business and Marketingedward__markwei__martey edward__markwei__martey 1
1 - koforidua technical university
کلید واژه: goal gain, green, personal values, awareness,
چکیده مقاله :
The objective of this study is to examine customer’s intention to visit green restaurants using The study aims to expand the Goal Fame Theory (GFT) and Norm activation theory (NAT) regarding customer intention by introducing social norm and health consciousness c in the setting of green restaurants. The study employs two theoretical technique. GFT and NAT utilizing convenience sampling to gather 402 customers of green restaurants. The two-step CB-SEM method was used to analyse the data collected. The measurement model and structural model, were used to examine the hypotheses created from review of past studies The results show that Gain Normative and Hadronic goals significantly predict customer’s intention to visit green restaurants while the impact of health consciousness and social norm is significant. Father's analysis established that awareness of consequences (ACC), ascription of responsibility (ARR), and personal norms (PNN) significantly moderate these relationships. The study offers valuable insight into the drivers that contribute to customer’s intention to visit green restaurants and offers relevance to policy makers and marketing practioners. The study added to literature by integrating GFT and NAT theories to expand the drivers of green restaurant’s and enhance the novelty of these investigations.
