Examining Indian consumers belief and attitude about locavore food Online publication date: Thu, 05-Apr-2018
by D.P. Sudhagar
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 4, No. 3, 2018
Abstract: The study investigated the restaurant customer preference for locavore menu while dining in the restaurant. A qualitative design was employed based on the theory of planned behaviour. The study examined the belief and attitude associated with the locavore food consumption. Findings indicate that the restaurant customer holds a positive belief about the locavore food and they are interested in selecting the locavore menu. Factors such as healthy eating, motivation to the restaurateurs, encouragement to the local food suppliers, commitment to conserve the environment have influenced the attitude. The restaurant consumers are happy to be a part of the local food movement. The results will enlighten the hoteliers and the restaurant managers to understand the locavore food consumption. The study results will motivate the restaurateur to provide wider locavore menu choices to create a unique image of the restaurant and to fulfil the dining needs of the demanding customers. This is the first qualitative study conducted in the Indian context particularly in the locavore restaurants. This study will help to formulate and to amend the existing locavore menu options available in the restaurants and serving strategies to delight the customer.
Online publication date: Thu, 05-Apr-2018
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Forecasting and Marketing Intelligence (IJBFMI):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org