PurposeEdible food packaging provides a solution to the solid waste problem caused by traditional packaging. However, tourists’ readiness to adopt this novel technology is unclear.Design/methodology/approachAn online survey was conducted to examine how motivated consumer innovativeness (CI), environmental awareness, perceived behavioral control, subjective norms and attitudes influence tourists' purchase behaviors in the context of edible food packaging in the tourism industry. The collected data were analyzed using structural equation modeling (SEM) with SmartPLS 3.2.8.FindingsThe results of the structural equation analysis indicate that each sub-factor of motivated consumer innovativeness positively influences attitudes. Additionally, attitudes, subjective norms, perceived behavioral control and personal norms were found to significantly impact purchase intentions. Environmental awareness was found to moderate the relationships between (1) perceived behavioral control and purchase intention, (2) subjective norms and purchase intention and (3) attitude and purchase intention. These findings expand the applicability of the diffusion of innovation, planned behavior and environmental awareness theories, offering useful insights for foodservice professionals.Research limitations/implicationsThis study emphasizes key implications for the tourism and foodservice industries, as consumers with an innovative attitude and higher environmental awareness are more likely to adopt edible food packaging. Identifying these factors will help stakeholders establish effective strategies for waste reduction through innovative packaging solutions.Originality/valueThis research uniquely investigates tourists' adoption of edible food packaging by integrating theories of innovation diffusion, planned behavior and environmental awareness. It offers novel insights into how various psychological and social factors influence purchase behaviors within the tourism industry.
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