THE ACCEPTANCE OF SUSTAINABLE FOOD CONCEPT: A QUALITATIVE EXPLORATION IN STENDEN UNIVERSITY HOTEL, THE NETHERLANDS

As customers concern more about the environment, sustainable food demands, which are locally produced, organic, seasonal, and vegetarian or semi-vegetarian, are increasing. Besides, Theory of Planned Behavior (TPB) explains that behavior is guided by intentions with the factors of attitude, subjective norm, and perceived behavioral control to predict food choices; food purchasing habits and intake; and attitudes and preferences. Therefore, the research purpose is to examine customers’ acceptance of The Netherlands restaurant implementing sustainable food concept using TPB. Data analysis of 10... Mehr ...