외식경영자 관점에서의 대체육 메뉴 품질 속성과 인지된 가치, 태도 및 행동의도에 관한 연구

Abstract

This study was designed to explore roles the quality attributes of meat alternative menus play within the VAB framework. Our results revealed that two quality attributes, environmental protection and animal protection, significantly improved the perceived value of meat alternative menus, and further shaped positive attitudes, thereby increasing behavioral intentions among restaurant managers. More importantly, this study focused on the personal innovativeness of restaurant managers by applying its two-dimensional concept(incremental vs. radical). The impact of perceive value on attitudes towards meat alternative menus was found to be more positive within the high-incremental innovativeness group than the low-group. However, the effect of perceived value on attitudes toward PBMAs was not significantly different between the high- and low-radical innovativeness group. Based on these findings, some useful implications from theoretical and managerial perspectives were offered.