From Authenticity to Sustainability: The Role of Authentic Cultural and Consumer Knowledge in Shaping Green Consumerism and Behavioral Intention to Gastronomy in Heritage Restaurants in Hail, Saudi Arabia

Amany A. M. Bakr, Ehab Rabee Ali (), Saad Sulaiman Aljurayyad, Eslam Ahmed Fathy and Amr Mohamed Fouad
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Amany A. M. Bakr: Social Sciences Department, College of Art, Hail University, Hail 55476, Saudi Arabia
Ehab Rabee Ali: Humanities Research Centre, Hail University, Hail 55476, Saudi Arabia
Saad Sulaiman Aljurayyad: Humanities Research Centre, Hail University, Hail 55476, Saudi Arabia
Eslam Ahmed Fathy: Hotel Management Department, Faculty of Tourism and Hotel Management, Pharos University in Alexandria, Canal El Mahmoudia Street, Beside Green Plaza Complex, Alexandria 21648, Egypt
Amr Mohamed Fouad: Hotel Management Department, Faculty of Tourism and Hotel Management, Pharos University in Alexandria, Canal El Mahmoudia Street, Beside Green Plaza Complex, Alexandria 21648, Egypt

Sustainability, 2025, vol. 17, issue 8, 1-30

Abstract: The present study investigates the association between perceived authenticity (PAU), GCON, and behavioral intention within heritage restaurants in Hail, Saudi Arabia. By integrating cognitive appraisal theory (CAT) and the Stimulus-Organism-Response (SOR) framework, this research explores how authenticity perceptions influence both cultural and gastronomic experiences and contribute to sustainable consumption behavior. Also, it investigates the moderating role of consumer knowledge (CKNOW) in enhancing GCON and its subsequent impact on the behavioral intention (BINT) to dine at heritage restaurants. Employing a mixed-methods approach, this study first conducted a content analysis on online reviews to identify key attributes that shape authenticity perceptions. Subsequently, Smart PLS software was employed to conduct an analysis of 417 valid customers of heritage restaurants in Hail. The current study aims to investigate the customers of heritage restaurants in Hail, Saudi Arabia. The current findings showed that students formed a significant market share of heritage restaurants in Hail, Saudi Arabia. The findings confirm that perceived authenticity significantly enhances consumers’ cultural and gastronomic experiences, which in turn fosters GCON and strengthens the behavioral intention to visit authentic restaurants. Furthermore, GCON mediates the association between authenticity, cultural experiences, and purchase intention. Consumer knowledge further moderates this relationship, amplifying the positive effect of GCON on behavioral intention. This study contributes to the growing literature on sustainable gastronomy tourism by demonstrating the crucial interplay between authenticity, sustainability, and consumer knowledge in the heritage restaurant sector. It also offers practical recommendations for restaurant managers, policymakers, and tourism marketers to enhance the authentic dining experience while promoting environmentally responsible behavior. By fostering an awareness of cultural and environmental values, heritage restaurants can serve a critical role in advancing sustainable tourism development in Hail and beyond.

Keywords: authenticity; green consumerism; consumer knowledge; gastronomy tourism; heritage restaurants; hail; Saudi Arabia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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