Consumers’ intention to patronize food trucks: An application of the theory of planned behavior

Abstract

ABSTRACTThis study examines customers’ food truck patronage intention based on the theory of planned behavior with an additional path from subjective norm to attitude and an additional variable; past behavior. The data were collected from actual and potential food truck customers in the United States, whose age is 18 years or older, by employing Amazon Mechanical Turk as a sampling frame. The data were analyzed using a two-step approach of structural equation modeling. The study’s results indicate that the hypothesized model can explain customers’ intention formation of eating at a food truck well. Based on these findings, theoretical and managerial implications are presented.