Edible Insects: How to Increase the Sustainable Consumption Behavior among Restaurant Consumers
Jinsoo Hwang, Jinkyung Jenny Kim
Abstract
Edible insects deserve increased attention as green food source in today's society and more restaurants embrace them to promote sustainable consumption behavior. This study was design to explore how consumers' behavioral intentions to use edible insect restaurants were formed based on the theory of planned behavior (TPB) model. Furthermore, the study attempted to deepen TPB by including the moderating role of product knowledge. A total of 440 samples were collected by online survey in South Korea, and the results of structural equation modeling found that all of the hypotheses have been statistically accepted. Additionally, the results of multiple group analysis indicated that product knowledge moderated the link between subjective norm and behavioral intentions. On a basis of the analysis results, we provided significant theoretical implications and practical implications how to increase future sustainable food consumption intention.