Title: Examining Indian consumers belief and attitude about locavore food

Authors: D.P. Sudhagar

Addresses: School of Professional Studies, Garden City University, Bangalore-49, India

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.

Keywords: locavore food; restaurant customer; theory of planned behaviour; belief; attitude; consumption patterns; India.

DOI: 10.1504/IJBFMI.2018.092788

International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.3, pp.322 - 338

Received: 01 Jun 2017
Accepted: 08 Jan 2018

Published online: 29 Jun 2018 *

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