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An Examination of Locally Sourced Restaurant Patronage Intention

ABSTRACT This study proposed a comprehensive model to explain how electronic word-of-mouth (eWOM) and environmental concern influence on customers’ intention to visit a locally sourced restaurant. The proposed research model was built upon the model of goal-direct behavior (MGB) and extended by incorporating eWOM and environmental concern. The results indicated that environmental concern positively influences desire through affecting attitude toward visiting a locally sourced restaurant. In addition, eWOM positively influences customers’ intention directly and indirectly through predictive variables of the MGB. This study contributed to extend the MGB by revealing the role of environmental concern and eWOM within the model. In addition, managerial implications were discussed in regards to developing effective marketing strategies in locally sourced restaurants.