Consumers’ Willingness to Patronize Locally Sourced Restaurants: The Impact of Environmental Concern, Environmental Knowledge, and Ecological Behavior

The purpose of the study was to examine the effects of three environmental triggers, environmental knowledge, environmental concern, and ecological behavior, on consumer’s willingness to visit a locally sourced restaurant. Such triggers were expected to influence the target population’s intention to visit locally sourced restaurants. The target population was actual and potential restaurant customers in the United States who are 18 years of age or older. Data were collected using an online survey with a self-administered questionnaire. A total of 423 responses were retained and analyzed by using a two-step approach of structural equation modeling. The study results indicated that while environmental knowledge and environmental concern positively influence attitude toward visiting a locally sourced restaurant, ecological behavior does not. Theoretical and managerial implications are discussed.