To what extent does consumers’ perceived health consciousness regarding organic food influence their dining choices at organic restaurants? An empirical investigation

Abstract

This study examines how consumers' perceived health consciousness regarding organic food influences their dining choices at organic restaurants. The research utilises an enhanced Theory of Reasoned Action (TRA) framework and involves a survey of 304 consumers who have experience dining at organic restaurants. The participants' perceived health consciousness is measured by assessing their knowledge, beliefs, safety perceptions, and perceived quality of organic foods. The study employs Partial-least Square-Structural Equation Modelling (PLS-SEM) to test the hypotheses. The findings indicate that consumers' knowledge, beliefs, and safety perceptions regarding organic foods significantly influence their dining behaviour. However, the quality of organic foods does not significantly impact consumer dining behaviour. This research contributes to understanding consumers’ perceived value when patronising organic restaurants. It provides valuable insights for organic restaurant practitioners in managing customer expectations and satisfaction based on their value perceptions. Additionally, the study sheds light on the organic food market in Malaysia and identifies potential areas for future research.