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233287

Buying Intention and Menu Labeling in QSRs: The Role of TPB

Article

Last updated: 29 Dec 2024

OverviewSimilar Items

Subjects

-

Tags

Food and beverage management

Abstract

This research aims to understand customer buying intention and menu labeling in quick service restaurants (QSRs) by using the theory of planned behavior (TPB). To achieve this aim, a self-administrated questionnaire was directed to a random sample of QSRs customers in the investigated restaurants. A number of 380 forms was distributed, among them 308 forms (81.1%) were completed and valid for analysis. The findings supported that attitude, subjective norms and perceived behavioral control have direct effect on customers buying intention. 

DOI

10.21608/ejth.2019.233287

Keywords

Menu labeling, QSRs, Theory Planned Behavior, Buying Intention

Authors

First Name

Ahmed

Last Name

Abdelaziz

MiddleName

Shaker

Affiliation

Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt

Email

mr.shaker_fth@yahoo.com

City

Cairo

Orcid

-

First Name

Abuelnasr

Last Name

Sobaih

MiddleName

Alsayd

Affiliation

Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt Collage of Business Administration, King Faisal University, KSA

Email

-

City

-

Orcid

-

First Name

Ahmed

Last Name

Fawzy

MiddleName

Mostafa

Affiliation

Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt

Email

drahmedfawzy3000@hotmail.com

City

Cairo

Orcid

-

Volume

26

Article Issue

2

Related Issue

33223

Issue Date

2019-12-01

Receive Date

2022-04-25

Publish Date

2019-12-01

Page Start

37

Page End

50

Print ISSN

1997-163X

Online ISSN

1998-3301

Article File

EJTH_Volume 26_Issue 2_Pages 37-50.pdf

PDF . 486.3kB

Link

https://ejth.journals.ekb.eg/article_233287.html

Detail API

https://ejth.journals.ekb.eg/service?article_code=233287

Order

233,287

Type

Original Article

Type Code

2,339

Publication Type

Journal

Publication Title

Egyptian Journal of Tourism and Hospitality

Publication Link

https://ejth.journals.ekb.eg/

MainTitle

Buying Intention and Menu Labeling in QSRs: The Role of TPB

Details

Type

Article

Created At

23 Jan 2023