Article Sidebar

Download
PDF
Statistic
Read Counter : 266 Download : 131

Main Article Content

Abstract

Social media users are now increasing, this makes social media to become an effective tool for companies to foster intentional consumer intentional behavior. This study uses the model of the theory of planned behavior to see its effect on intentional behavior on social media and also the moderating effect of economic rewards and social rewards and their effect on consumer offilne behavior. This quantitative research using the Structural Equation Model (SEM) method begins in 2023 by focusing on Z generation consumers in the food and beverage industry, especially franchise fast food restaurants in Indonesia. Data collection was carried out by distributing questionnaires online using Google Forms, which resulted in 166 respondents. Data analysis and processing using SmartPLS 3 software. The findings of this study indicate that, the planned behavior theory model consisting of attitude, subjective norm, and Perceived behavioral control can influence consumer intentional behavior even though attitude is proven not to have a significant effect. Economic reward and social reward are also proven to moderate the relationship between intentional behavior and offline consumer behavior. This research provides managerial implications for companies engaged in food and beverage, especially fast food restaurants, that want to contribute to making good changes to the world through the creation of certain activities or regulations published through social media.

Keywords

planned behavior social media offline behavioral environmental economic reward social reward behaviora intentional

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

By exercising the Licensed Rights, You accept and agree to be bound by the terms and conditions of this Creative Commons Attribution-NonCommercial 4.0 International Public License.

How to Cite
Kustiawan, U., & Pandansari, L. (2023). Understanding Restaurant Customers’ Environmental Behavior in the Social Media Context: An Application of Theory of Planned Behavior. Kontigensi : Jurnal Ilmiah Manajemen, 11(2), 644-656. https://doi.org/10.56457/jimk.v11i2.441

References

  1. Abadi, F., & Herwin, H. (2019). Pengaruh Harga, Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Beras Organik Di Jakarta. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 1–8. https://doi.org/10.36226/jrmb.v4i1.235
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  3. Berry, L. L. (1995). Relationship Marketing of Services: Growing Interest, Emerging Perspectives. Academy of Marketing Sciense, 23, 236–245. https://doi.org/10.4135/9781452231310.n6
  4. Black, W., & Babin, B. J. (2019). Multivariate Data Analysis: Its Approach, Evolution, and Impact. The Great Facilitator, 121–130. https://doi.org/10.1007/978-3-030-06031-2_16
  5. Chen, M. F., & Tung, P. J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221–230. https://doi.org/10.1016/j.ijhm.2013.09.006
  6. Choi, J., & Seo, S. (2017). Goodwill intended for whom? Examining factors influencing conspicuous prosocial behavior on social media. International Journal of Hospitality Management, 60, 23–32. https://doi.org/10.1016/j.ijhm.2016.09.014
  7. Davis, G., O’callaghan, F., & Knox, K. (2009). Sustainable attitudes and behaviours amongst a sample of non-academic staff: A case study from an Information Services Department, Griffith University, Brisbane. International Journal of Sustainability in Higher Education, 10(2), 136–151. https://doi.org/10.1108/14676370910945945
  8. Deci, E. L., & Ryan, R. . (1985). Intrinsic Motivation and Self - Determination in Human Behavior.
  9. Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109–120. https://doi.org/10.1016/j.jenvp.2013.02.003
  10. Han, H. (2015). Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47, 164–177. https://doi.org/10.1016/j.tourman.2014.09.014
  11. Han, H., Hsu, L. T. (Jane), & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334. https://doi.org/10.1016/j.tourman.2009.03.013
  12. Han, H., Hwang, J., Kim, J., & Jung, H. (2015). Guests’ pro-environmental decision-making process: Broadening the norm activation framework in a lodging context. International Journal of Hospitality Management, 47, 96–107. https://doi.org/10.1016/j.ijhm.2015.03.013
  13. Hennig, Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006
  14. Jang, Y. J. (2022). Understanding Restaurant Customers’ Environmental Behavior in the Social Media Context: An Application of Theory of Planned Behavior. Global Business and Finance Review, 27(2), 48–60. https://doi.org/10.17549/gbfr.2022.27.2.48
  15. Jang, Y. J., & Zheng, T. (2020). Assessment of the environmental sustainability of restaurants in the U.S.: The effects of restaurant characteristics on environmental sustainability performance. Journal of Foodservice Business Research, 23(2), 133–148. https://doi.org/10.1080/15378020.2019.1691416
  16. Jang, Y. J., Zheng, T., & Bosselman, R. (2017). Top managers’ environmental values, leadership, and stakeholder engagement in promoting environmental sustainability in the restaurant industry. International Journal of Hospitality Management, 63, 101–111. https://doi.org/10.1016/j.ijhm.2017.03.005
  17. Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior. International Journal of Hospitality Management, 34(1), 255–262. https://doi.org/10.1016/j.ijhm.2013.04.004
  18. Lee, J. S., Tsang, N., & Pan, S. (2015). Examining the differential effects of social and economic rewards in a hotel loyalty program. International Journal of Hospitality Management, 49, 17–27. https://doi.org/10.1016/j.ijhm.2015.05.003
  19. Mazhenova, S., Choi, J. G., & Chung, J. (2016). International tourists’ awareness and attitude about environmental responsibility and sustainable practices. Global Business and Finance Review, 21(2), 132–146. https://doi.org/10.17549/gbfr.2016.21.2.132
  20. Melancon, J. P., Noble, S. M., & Noble, C. H. (2011). Managing rewards to enhance relational worth. Journal of the Academy of Marketing Science, 38(3), 341–362. https://doi.org/10.1007/s11747-010-0206-5
  21. Miao, L., & Wei, W. (2013). Consumers’ pro-environmental behavior and the underlying motivations: A comparison between household and hotel settings. International Journal of Hospitality Management, 32(1), 102–112. https://doi.org/10.1016/j.ijhm.2012.04.008
  22. Moon, S. J. (2021). Investigating beliefs, attitudes, and intentions regarding green restaurant patronage: An application of the extended theory of planned behavior with moderating effects of gender and age. International Journal of Hospitality Management, 92(September 2020), 102727. https://doi.org/10.1016/j.ijhm.2020.102727
  23. Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412–432.
  24. Noble, S. M., Esmark, C. L., & Noble, C. H. (2014). Accumulation versus instant loyalty programs: The influence of controlling policies on customers’ commitments. Journal of Business Research, 67(3), 361–368. https://doi.org/10.1016/j.jbusres.2013.01.002
  25. Nurlitasari, L., & Syah, T. Y. R. (2016). Pengaruh Kualitas Layanan Terahadap Kepuasan Dan Loyalitas (Kasus : Rumah Sakit Medika Permata Hijau Jakarta Barat). Media Studi Ekonomi, 19 (1), 95–110.
  26. Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
  27. Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412–422. https://doi.org/10.1108/07363761211259223
  28. Peterson, R. A. (1995). Relationship marketing and the consumer. Journal of the Academy of Marketing Science, 23(4), 278–281. https://doi.org/10.1177/009207039502300407
  29. Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
  30. Qu, H., & Lee, H. (2011). Travelers’ social identification and membership behaviors in online travel community. Tourism Management, 32, 1262–1270. https://doi.org/10.1016/j.tourman.2010.12.002
  31. Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Loyalty programs and a sense of community. Journal of Services Marketing, 19(4), 222–233. https://doi.org/10.1108/08876040510605253
  32. Rummel, A., & Feinberg, R. (1988). Cognitive Evaluation Theory: a Meta-Analytic Review of the Literature. Social Behavior and Personality, 16(2), 147–164. https://doi.org/10.2224/sbp.1988.16.2.147
  33. Setiawan, Y., & Hamdi, E. (2022). Factors Affecting Consumer Attitudes and Intentions on the Intention to Buy Products through Retail Brand Pages on Social Media: Office Workers in Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(1), 1543–1558. https://bircu-journal.com/index.php/birci/article/view/3756
  34. Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. International Journal of Hospitality Management, 69(March 2017), 21–29. https://doi.org/10.1016/j.ijhm.2017.10.011
  35. Syah, T. Y. R., Munthe, R. M., Dewanto, D., & Roespinoedji, R. (2021). The Moderating Effects of Risk and Subjective Norm Perception Towards Consumers’ Trust and Online Purchase Intention. Review of International Geographical Education Online, 11(6), 1268–1279. https://doi.org/10.48047/rigeo.11.06.142
  36. Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808–822. https://doi.org/10.1108/00070700510629760
  37. Teng, Y. M., Wu, K. S., & Liu, H. H. (2015). Integrating Altruism and the Theory of Planned Behavior to Predict Patronage Intention of a Green Hotel. Journal of Hospitality and Tourism Research, 39(3), 299–315. https://doi.org/10.1177/1096348012471383
  38. Trudel, R. (2018). Sustainable consumer behavior. Consumer Psychology Review, 85–96. https://doi.org/10.1002/arcp.1045
  39. Van Kenhove, P., De Wulf, K., & Steenhaut, S. (2003). The Relationship between Consumers’ Unethical Behavior and Customer Loyalty in a Retail Environment. Journal of Business Ethics, 44, 261–278. https://doi.org/10.1023/A:1023678507088
  40. Venkatesh, V. (2000). Determinants of perceived ease of use : integrating control , intrinsic motivation , acceptance model. Inorganic Chemistry Communications, 11(3), 319–340.
  41. Yuriev, A., Dahmen, M., Paillé, P., Boiral, O., & Guillaumie, L. (2020). Pro-environmental behaviors through the lens of the theory of planned behavior: A scoping review. Resources, Conservation and Recycling, 155(November 2019), 104660. https://doi.org/10.1016/j.resconrec.2019.104660
  42. Zinoubi Ghali, Z. (2022). Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors. Sustainability, 14(13). https://doi.org/10.3390/su14138072