ORCID

Abstract

The organic food market has experienced significant growth in recent decades all over the world. Within the context of the UK, a remarkable rise can be seen considering the recent popularisation of organic food products. With these trends in mind, the aim of this research is to develop better understanding of organic dining behaviour in British restaurants. To achieve this aim, this research used questionnaire technique and analyse the data using SEM.The key findings of the research confirmed that a range of factors, including advertisements through social media, knowledge, price, taste, quality, availability, and labelling, all significantly influence consumer intention to consume organic food in restaurants. In consideration of all the above-mentioned relationships, this research developed and tested a model which summarises consumers’ organic food dining behaviour in restaurants coveringinfluencing factors, consumer intention and actual behaviour of organic dining. Finally, this research provided theoretical and practical implications.

DOI

10.31822/jomat.2024-9-2-127

Publication Date

2023-12-15

Publication Title

Journal of Multidisciplinary Academic Tourism

Volume

9

Issue

1

ISSN

2645-9078

First Page

127

Last Page

144

Download

Share

COinS