CUSTOMERS' BEHAVIORAL INTENTION TOWARDS SUSTAINABLE RESTAURANT
DOI:
https://doi.org/10.35631/JTHEM.1145027Keywords:
Behavioral Intention, Nam Theory, Sustainable Restaurants, Sustainability, VBN TheoryAbstract
As environmental sustainability becomes an increasingly important concern, the restaurant industry has begun adopting sustainable practices to reduce environmental impacts through resource conservation and waste reduction. Drawing on the integration of the Norm Activation Model (NAM) and Value-Belief-Norm (VBN) theory, this study examines the effects of awareness of consequences, ascription of responsibility, personal norm, self-efficacy belief, and green perceived value on customers’ behavioral intention towards sustainable restaurants. A quantitative approach was employed using an online survey distributed through purposive sampling, yielding 351 valid responses from Malaysian consumers. Data were analyzed using IBM SPSS Statistics for Windows, Version 29, through descriptive statistics, reliability analysis, and multiple linear regression. The findings indicate that all five factors significantly and positively influence customers’ behavioral intention towards sustainable restaurants. Among these variables, personal norm emerged as the strongest predictor, highlighting the critical role of moral obligation and personal responsibility in shaping sustainable dining decisions. The study extends existing knowledge on pro-environmental consumer behavior in the restaurant context and provides practical implications for restaurant operators seeking to develop effective sustainability initiatives that align with customers’ environmental values and expectations.
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