Abstract
This study examines the impact of institutional pressures on restaurant entrepreneurs' adoption of biodegradable cutlery and tableware at the Macao Food Festival. Through semi-structured interviews and thematic analysis with 30 entrepreneurs, the study reveals that despite the increasing demand for sustainability, entrepreneurs often prioritise other business concerns. However, findings highlight that implementing regulations at the food festival can create learning opportunities that influence entrepreneurs' psychological mechanisms, leading to a favourable attitude, intention and behaviour towards sustainable practice. Drawing on Institutional Theory and the Theory of Planned Behaviour, the study develops an Integrated Model of Institutions and Planned Actions, shedding light on the institutionalisation process. Additionally, the 5Ps typology captures the diverse range of entrepreneurial attitudes towards sustainable practices. These insights provide valuable implications for policymakers and practitioners seeking to promote sustainable entrepreneurship in the restaurant industry.
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