Do Consumers Intend to Use Indoor Smart Farm Restaurants for a Sustainable Future? The Influence of Cognitive Drivers on Behavioral Intentions

Abstract

Smart farms are eco-friendly and sustainable agriculture practices that also play a crucial role in the foodservice industry. This study investigated cognitive drivers, which included biospheric value, environmental concern, problem awareness, and ascription of responsibility, in order to form consumers’ behavioral intentions in the context of indoor smart farm restaurants. The current study also investigated the differences among the four sub-dimensions of cognitive drivers, which are based on the respondents’ demographic factors. This study was performed using data from 310 participants. The study conducted multiple linear regression to test the causal relationships and t-test and one-way ANOVA to test the demographic differences. The results of the data analysis revealed that all four sub-dimensions of the cognitive drivers aid in regard to increasing behavioral intentions. Furthermore, the data analysis results showed that age and marital status were associated with differences in biospheric value, and gender was associated with differences in environmental concern and problem awareness. This study empirically identified the direct effect of cognitive drivers on consumers’ pro-environmental behavior and their demographic differences, and it also presents practical suggestions from the perspective of green marketing.