نظریه رفتار برنامه ریزی شده و رویکرد مدل سازگاری عادی به رفتار مصرف کننده در مورد منوهای ارگانیک

This study’s purpose is to explore consumers’ intention to choose organic menu items at restaurants and their intention to visit restaurants featuring organic menu items. The study model was developed using the theory of planned behavior and the norm activation model. With a total of 461 responses, the results from structural equation modeling indicated that attitude, subjective norm, perceived behavioral control, and personal norm are determinants of intention to choose organic menu items, which eventually lead to consumers’ intention to visit restaurants featuring organic menu items. Theoretical and managerial implications of the research are discussed.