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Applying an Extended Theory of Planned Behavior for Sustaining a Landscape Restaurant

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  • Wen-Lan Liao

    (Department of Tourism, Tungnan University, Beishen Road, Shenkeng District, New Taipei City 222, Taiwan
    Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Heping East Road, Da’an District, Taipei City 106, Taiwan)

  • Chin-Yi Fang

    (Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Heping East Road, Da’an District, Taipei City 106, Taiwan)

Abstract

This paper extended the theory of planning behavior (ETPB) to examine the antecedents of consumer behavioral intention in order to explore the sustainable factors of a landscape restaurant. Following theory of planned behavior (TPB) and the related literature for landscape perception and preference, we initially developed a preliminary list of items, and after the expert review and pre-test, we employed a 33-item measure under a five-factor structure and collected a total of 395 valid questionnaires. The empirical results show that landscape perception and preference (LP&P), attitude (AT), subjective norm (SN), and perceived behavior control (PBC) have positive impacts, among which LP&P has the most significantly positive impact on consumer behavioral intention. Thus, ETPB helps contribute to the decision-making model of landscape restaurants. Lastly, we discuss managerial implications and future research directions.

Suggested Citation

  • Wen-Lan Liao & Chin-Yi Fang, 2019. "Applying an Extended Theory of Planned Behavior for Sustaining a Landscape Restaurant," Sustainability, MDPI, vol. 11(18), pages 1-13, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:18:p:5100-:d:268245
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Yu-Muo Lee & Jin-Li Hu, 2018. "Integrated Approaches for Business Sustainability: The Perspective of Corporate Social Responsibility," Sustainability, MDPI, vol. 10(7), pages 1-20, July.
    3. Sheng-Hsiung Chang & Ching-Hsien Chou, 2018. "Consumer Intention toward Bringing Your Own Shopping Bags in Taiwan: An Application of Ethics Perspective and Theory of Planned Behavior," Sustainability, MDPI, vol. 10(6), pages 1-14, May.
    4. Aurelio Tommasetti & Pierpaolo Singer & Orlando Troisi & Gennaro Maione, 2018. "Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
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    2. Olga V. Zakharova & Lyudmila G. Suvorova & Mariya V. Bogdanova & Anton Viktorovich Zakharov & Anton Permyakov & Irina Yuryevna Malykh, 2021. "Environmental Education: Ecological Wisdom of Indigenous Peoples in Western Siberia," Sustainability, MDPI, vol. 13(7), pages 1-18, April.
    3. Tsai, Yao-Te & Tiwasing, Praewwanit, 2021. "Customers’ intention to adopt smart lockers in last-mile delivery service: A multi-theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Jelle Schepers & Wim Voordeckers & Tensie Steijvers & Eddy Laveren, 2020. "Long-Term Orientation as a Resource for Entrepreneurial Orientation in Private Family Firms: The Need for Participative Decision Making," Sustainability, MDPI, vol. 12(13), pages 1-22, July.
    5. Othmane Aride & Maria-del-Mar Pàmies-Pallisé, 2019. "From Values to Behavior: Proposition of an Integrating Model," Sustainability, MDPI, vol. 11(21), pages 1-19, November.
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