Locally Sourced Restaurant: Consumers Willingness to Pay

ABSTRACT

This study tested (1) the theory of planned behavior to identify factors influencing customers’ willingness to pay more when visiting a locally sourced restaurant, and (2) assesses the effect of health consciousness and community attachment on willingness to pay more through attitude, subjective norms, and perceived behavioral control in visiting a locally sourced restaurant. A total of 423 responses were analyzed using a two-step approach of structural equation modeling. The findings indicated that health consciousness and community attachment positively influences attitude, subjective norm, and perceived behavioral control in visiting a locally sourced restaurant, which ultimately influence willingness to pay more.

KEYWORDS:

• Community attachment
• health consciousness
• locally sourced restaurants
• theory of planned behavior

Funding

This research is supported by the Mary A. Crenshaw Endowed Research Fund from College of Human Environmental Sciences at The University of Alabama.

Additional information

Funding

This research is supported by the Mary A. Crenshaw Endowed Research Fund from College of Human Environmental Sciences at The University of Alabama.