Work

Acceptance of Green Technology-Based Service: Consumers’ Risk-Taking Behavior in the Context of Indoor Smart Farm Restaurants

Year: 2023

Type: article

Abstract: Smart farm technology contributes to sustainable environmental protection, and so it is important to investigate consumer behavior in this regard. Therefore, this paper constructs a theoretical model focusing on the consumers of indoor smart farm restaurants. The theoretical framework integrates the theory of planned behavior and the perceived risk theory. The constructed framework is deepened by testing the moderating role of novelty seeking in the effects of perceived risks on attitudes. The results revealed that (1) psychological and quality risks negatively affect attitude, (2) subjective norm positively affects attitude, (3) attitudes, subjective norm, and perceived behavioral control positively affect behavioral intentions, and (4) the moderating impact of novelty seeking was discovered in the relationship between psychological risk and attitude. This is the first investigation of the perceived risks of indoor smart farm restaurants, and this study empirically proved the moderating role of novelty seeking in the risk-taking behavior context. This study consequently contributes to advancing state-of-the-art methods and presents practical marketing recommendations.

Source: Applied Sciences

DOI: 10.3390/app132011433

Authors: Kyuhyeon Joo, Jinsoo Hwang

Institution: Sejong University

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $2,558