Acceptance of Green Technology-Based Service: Consumers’ Risk-Taking Behavior in the Context of Indoor Smart Farm Restaurants
Source abstract
Abstract
Smart farm technology contributes to sustainable environmental protection, and so it is important to investigate consumer behavior in this regard. Therefore, this paper constructs a theoretical model focusing on the consumers of indoor smart farm restaurants. The theoretical framework integrates the theory of planned behavior and the perceived risk theory. The constructed framework is deepened by testing the moderating role of novelty seeking in the effects of perceived risks on attitudes. The results revealed that (1) psychological and quality risks negatively affect attitude, (2) subjective norm positively affects attitude, (3) attitudes, subjective norm, and perceived behavioral control positively affect behavioral intentions, and (4) the moderating impact of novelty seeking was discovered in the relationship between psychological risk and attitude. This is the first investigation of the perceived risks of indoor smart farm restaurants, and this study empirically proved the moderating role of novelty seeking in the risk-taking behavior context. This study consequently contributes to advancing state-of-the-art methods and presents practical marketing recommendations.
Source: crossref · Quality: baseline
Research context
OpenAlex topics: Environmental Sustainability in Business · Environmental Education and Sustainability · Behavioral Health and Interventions
SciVX discovery tags are terminology-based. OpenAlex topics are source-provided classifications.
Affiliations
The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea
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