Applying an Extended Theory of Planned Behavior for Sustaining a Landscape Restaurant

Wen-Lan Liao and Chin Yi Fang ()
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Wen-Lan Liao: Department of Tourism, Tungnan University, Beishen Road, Shenkeng District, New Taipei City 222, Taiwan

Sustainability, 2019, vol. 11, issue 18, 1-13

Abstract: This paper extended the theory of planning behavior (ETPB) to examine the antecedents of consumer behavioral intention in order to explore the sustainable factors of a landscape restaurant. Following theory of planned behavior (TPB) and the related literature for landscape perception and preference, we initially developed a preliminary list of items, and after the expert review and pre-test, we employed a 33-item measure under a five-factor structure and collected a total of 395 valid questionnaires. The empirical results show that landscape perception and preference (LP&P), attitude (AT), subjective norm (SN), and perceived behavior control (PBC) have positive impacts, among which LP&P has the most significantly positive impact on consumer behavioral intention. Thus, ETPB helps contribute to the decision-making model of landscape restaurants. Lastly, we discuss managerial implications and future research directions.

Keywords: an extended theory of planned behavior; landscape restaurant; behavioral intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:18:p:5100-:d:268245

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