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The Impact Of Availability Of Vegetarian Menu Items On Consumers' Behavioral Intention, Mengwei Yue
The Impact Of Availability Of Vegetarian Menu Items On Consumers' Behavioral Intention, Mengwei Yue
Open Access Theses
Yue, Mengwei. M.S., Purdue University, December, 2013. The Impact of Availability of Vegetarian Menu Items on Consumers' Behavioral Intention. Major Professor: Douglas C. Nelson.
The purpose of this study is to find out how the availability of vegetarian menu items affects customers' behavioral intention using the theory of planned behavior and the impact vegetarian-friendly menus have on vegetarian as well as non-vegetarian customers when they make their restaurant selections. This paper also discussed the implications for a vegetarian lifestyle on the food service industry and menu development in restaurants. Seven hypotheses related to the relationship among attitudes, subjective norms, perceived …