LOKMAN DINC

Abstract

An Investigation of Organic Dining Behaviour In Restaurants At three selected cities in the UK : A Holistic Approach Lokman Dinc 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. UK diners are becoming increasingly conscious about what they eat, while several reasons such as health and environmental concerns shape diners’ organic food consumption. With these trends in mind, the aim of this research is to develop a holistic understanding of organic dining in British restaurants. To accomplish the aim and objectives of the research, mixed methods were used. In the first stage, this research project developed an initial theoretical model of organic dining behaviours in restaurants based on comprehensive reading and analysis of the relevant literature. The theoretical model was fortified by the results obtained by the first phase of the data collection process. In the second stage of data collection, quantitative data was collected from three capital cities in the UK, London, Cardiff and Edinburgh, to test the theoretical model. 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. Diners’ organic dining behaviour in restaurants is largely determined by their knowledge about organic food. Moreover, price is identified as one of the most substantial factors influencing consumers’ organic dining behaviour. According to the research findings, taste and quality of organic food plays a significant role on diners organic dining behaviour. The influence of availability of organic food on consumers’ organic dining behaviour was verified. Providing more organic food options increased consumers’ organic consumption. Furthermore, labelling of organic menu items was a key v determinant of consumers’ organic dining behaviour, reinforcing positive intentions towards organic food and increasing the probability of organic food consumption in restaurants. Consumer intention was identified as an important motivational factor to perform organic food buying behaviour. Intention played a key role in turning consumers’ initial and abstract thoughts about organic food into action. In consideration of all the above-mentioned relationships, this research developed and tested a model which summarises consumers’ organic food dining behaviour in restaurants covering influencing factors, consumer intention and actual behaviour of organic dining. In addition, the research findings appear to support that gender has a significant influence on consumers’ organic dining behaviour in restaurants. However, in terms of where participants live, no statistically significant differences were identified, but a direct correlation between consumers’ level of education and their consumption behaviour was found. Also, significant differences between different age groups were confirmed. The impact of income on consumers’ organic food consumption behaviour when dining out was found to be significant. Consumers with higher income levels were more likely to consume organic food in restaurants. Based on these findings, this research provides both theoretical and practical implications to relevant stakeholders within the UK restaurant industry.

Document Type

Thesis

Publication Date

2023-01-01

DOI

10.24382/1231

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