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논문 기본 정보

자료유형
학술저널
저자정보
김재원 조미희 (경희대학교)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.30 No.4(Wn.165)
발행연도
2024.4
수록면
114 - 127 (14page)
DOI
10.20878/cshr.2024.30.4.010

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초록· 키워드

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Appplying the Behavioral Reasoning Theory, this study attempted to understand how to shape restaurant managers" behavioral intentions to adopt plant-based meat alternative (PBMA) menu item. Reasons for and reasons against PBMAs and their impacts on attitudes and behavioral intentions were examined. This study showed that two reasons factors, "environmental protection" and "animal welfare" had a significant and positive impact on attitudes, while "health orientation" did not show such an impact. Additionally, regarding reasons against, "unnaturalness" exhibited a significant and negative impact on attitudes, while "distrust in biotechnology" did not show a significant impact. Ultimately, the strong positive relationship between attitudes and behavioral intentions was evident. More importantly, restaurant mangers" innovativeness was found to weaken the negative impact of reasons against (unnaturalness and distrust in biotechnology) on attitudes. However, it did not have any significant moderating effect on the relationships between reasons for and attitudes. Based on our findings, useful implications were presented from both academic and practical perspectives.

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ABSTRACT
1. 서론
2. 이론적 배경
3. 연구 방법
4. 실증분석
5. 결론
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