Izvorni znanstveni članak
https://doi.org/10.20867/thm.30.2.9
Attitudes and behaviour intention in consuming plant-based food: Evidence from young tourists in Indonesia
Christina Koh
; Lecturer, Batam Tourism Polytechnic Perencanaan dan Pengembangan Pariwisata
Dwi Suhartanto
orcid.org/0000-0001-5612-9610
; Professor, Politeknik Negeri Bandung Department of Business Administration
Anthony Brien
; Associate Professor, Lincoln University Faculty of Agribusiness and Commerce
Tomy Andrianto
; Assistant Professor, Politeknik Negeri Bandung Department of Business Administration
Eryd Saputra
; Lecturer, Batam Tourism Polytechnic Manajemen Kuliner
Asman Abnur
; Lecturer Batam Tourism Polytechnic Perencanaan dan Pengembangan Pariwisata
Sažetak
Purpose – This research aims to observe the attitudes and behavioural intentions of young
tourists in relation to their experiences of consuming PBF, including value consumption,
concern for the environment and perceived cost as influencing factors.
Methodology/Design/Approach – Considering that it is almost impossible to determine the sample
frame for young tourists in Indonesia, this research used a non-probability sample to collect the
sample. The study focused on young tourists aged 18 to 35 years old who have experience of
consuming PBF while travelling. A self-administered online questionnaire was provided to
tourists visiting a destination from July to September 2022, resulting in 267 usable responses.
Findings – Tourists’ attitude towards PBF leads to their intention to buy again during or
after their visit and to offer profitable e-WOM. In addition, perceived cost moderates the
relationship between attitude and e-WOM; however, it does not provide evidence for the
moderating role between attitude and repurchase intention.
Originality of the research – This study highlights the value of consumption, concern for the
environment and perceived costs as factors influencing tourists’ attitudes and behavioural
intentions towards public transport.
Ključne riječi
Consumption value; environmental concern; attitude; plant-based food; behavioural intention
Hrčak ID:
317301
URI
Datum izdavanja:
22.5.2024.
Posjeta: 0 *