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Consumption in fast-food restaurants in Croatia and Serbia

Consumption in fast-food restaurants in Croatia and Serbia The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants.Design/methodology/approachSamples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects.FindingsFor both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample.Originality/valueThis study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Consumption in fast-food restaurants in Croatia and Serbia

Sapic, Srdjan; Filipovic, Jovana; Dlacic, Jasmina
British Food Journal , Volume 121 (8): 15 – Jul 9, 2019
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-04-2018-0264
Publisher site
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Abstract

The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants.Design/methodology/approachSamples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects.FindingsFor both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample.Originality/valueThis study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition.

Journal

British Food Journal – Emerald Publishing

Published: Jul 9, 2019

Keywords: Marketing; Consumers; Fast-food restaurants; Behavioural intentions

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