Purpose

The study aims to analyse the structural relationships of authenticity, health concern and sustainable intelligence in the farm restaurant context. Different types of restaurants have been targeted to understand consumer behaviour; however, the behavioural intention of visitors dining at the farm restaurants was rarely explored.

Design/methodology/approach

With the backdrop of the theory of planned behaviour (TPB), this study highlights the understanding, particularly on personal values associated with the behavioural intention of consumers visiting the farm restaurant. Data were collected, circulating questionnaires onsite and online at a farm restaurant. Structural equation modelling was employed to analyse the data.

Findings

Study findings reveal that personal values such as authenticity, health concern and sustainable intelligence positively influence the mediating constructs of TPB towards behavioural intention to revisit the farm restaurant.

Originality/value

This research might be the first one, exclusively focused on understanding the behavioural intention of the consumers visiting the farm restaurant, based on their personal values. This study specifically enriches the farm restaurant literature from the academic perspective and offers insights to farm restaurant owners and managers about the priorities of the consumers visiting the farm restaurant.

中文翻译：

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农场餐厅背景下的真实性、健康关注和可持续智慧：应用计划行为的扩展理论

目的

该研究旨在分析农场餐厅背景下的真实性、健康关注和可持续智慧之间的结构关系。以不同类型的餐厅为目标，了解消费者的行为；然而，很少有人探讨游客在农场餐厅就餐的行为意图。

设计/方法论/途径

在计划行为理论（TPB）的背景下，本研究强调了对与访问农场餐厅的消费者行为意图相关的个人价值观的理解，特别是对个人价值观的理解。收集数据，在一家农场餐厅现场和网上发放问卷。采用结构方程模型来分析数据。

发现

研究结果表明，真实性、健康关注和可持续智力等个人价值观对 TPB 的中介结构对重访农场餐厅的行为意向产生积极影响。

原创性/价值

这项研究可能是第一个，专门致力于根据消费者的个人价值观来了解访问农场餐厅的消费者的行为意图。这项研究特别从学术角度丰富了农场餐厅文献，并为农场餐厅所有者和管理者提供了有关访问农场餐厅的消费者优先事项的见解。