Identifying the critical factors for sustainable marketing in the catering: The influence of big data applications, marketing innovation, and technology acceptance model factors

Abstract

Human catering consumption results in serious environmental sustainability to becoming the most important challenge in the world, and the application of big data will be the key to solving the sustainability problem. This study aims to deliver a comprehensive analytical model that combines stimulus-organism-response (SOR) theory and the technology acceptance model (TAM) to foster a better understanding of the sustainable marketing mix. This study conducted structural equation modeling (SEM) to examine the conceptual model by using Mplus 7 on a sample of 300 employees in the catering industry. Furthermore, multisample analysis was conducted to test the moderating role of marketing innovation. The results indicate that green marketing orientation and entrepreneurship have positive effects on the adoption of big data applications. This study provides valuable suggestions for catering managers in their process of determining a sustainable marketing mix. This study is helpful for understanding the application of big data in the catering industry in the postepidemic era. In addition, due to time, resources, and research area attributes, it is recommended that future research also consider other external industry factors.