Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 34, Issue -, Pages 255-262Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2013.04.004
Keywords
Eco-friendly restaurant; Emotion; Theory of planned behavior
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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. (c) 2013 Elsevier Ltd. All rights reserved.
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