Understanding consumer behavior in organic food restaurants: insights from the push-pull-mooring framework
摘要
Although organic food restaurants have been increasing in popularity, scholars’ attention has mainly focused on the purposes of driving this shift; however, an inclusive understanding of the fundamental processes remains underdeveloped. This study examines the factors influencing the switch from conventional to organic dining, with a detailed focus on the growing consumer preference for organic food restaurants. A structured survey was utilized to gather data from 443 organic food consumers in the United States, employing a quantitative research approach. The collected data were examined through Smart-PLS 4.0, a tool designed for partial least squares structural equation modeling (PLS-SEM). The results suggest that environmental strategies serve as key push factors, whereas perceived health benefits act as significant pull influences. Additionally, the willingness to pay a premium and heightened health awareness function as mooring elements that play a crucial role in shaping consumer intentions. In the context of a growing relationship between sustainability and consumer behavior, this study offers a novel assessment of organic dining choices. The implications of this research include the necessity for policymakers to implement environment-supportive guidelines, for restaurant managers to improve marketing approaches that feature health benefits, and for entrepreneurs to reassess pricing patterns to better affiliate with the preferences of health-conscious consumers.