The roles of novelty seeking and food authenticity in youth travellers’ decision-making process at night markets: an application of a model of goal-directed behaviour

Abstract

ABSTRACT The purpose of this study is to understand the roles of novelty seeking and food authenticity in youth travellers’ decision-making process at night markets by using the model of goal-directed behaviour (MGB). In order to test the research model, which included 12 hypotheses, this study collected 470 samples in China by using online surveys. The results indicated that novelty seeking has a positive influence on attitude toward purchasing food at night markets and food authenticity have positive influences on all the components of MGB. In addition, the practical implications of the findings are also discussed.