Consumers’ Perceived Risk to Visit Restaurants: A Perspective from Theory of Planned Behaviour

Abstract

The COVID-19 pandemic has considerably impacted various sectors across India, including restaurant and tourism. To curb the spread of coronavirus, travel restrictions, lockdowns, and social distancing have become the norm of the society. This study investigates consumer’s intention to visit restaurants during the pandemic period. This study tries to explore the impact of factors like affordability, revenge dining, consumers risk & perception, and the attitude that has guided the Indian consumer's intention to visit restaurants during the pandemic. A detailed questionnaire is developed using Likert scale. 440 responses have been collected from different locations of Maharashtra, India. The data is collated through random sampling to understand the consumer’s intention of visiting restaurants. The study was undertaken to analyse the factors which guides the consumer behaviour towards visiting restaurant during pandemic. The finding of the study reveals that brand trust, revenge dining and covid risk perception influence the consumer’s intention to visit the restaurant. The study concludes that brand trust influences consumers to visit the restaurants rather than covid risk and perception.