The Behavioral Intention of Millennial Consumer Towards Green Fast-Food Retail

DOI

10.2991/aer.k.211106.100How to use a DOI?

Keywords

Behaviour Intention; Green Fast Food Retail; Green Practices; Physical Servicescape; Price Fairness; Millennial Consumer

Abstract

The millennial increasing interest in green products indirectly affects the existence of fast food, which is previously often associated with something unhealthy. Some fast-food practitioners are now offering several products they claim to be “greener”. However, it is still very rare to launch outlets with more “green” or “eco-friendly” thematic even though the negative perception about fast food retail is sometimes related to the food place itself. Therefore, this study aims to determine consumer behavior intention, millennial generation in this case, towards green fast food retail with the scope of study in West Java, Indonesia. This study was conducted on 402 respondents by adopting the TPB theory as the variable under study. It used a quantitative approach and was processed using Smart-PLS. The results show that the company’s green practices, physical servicescape, and price fairness affect consumer behavior control which has a very significant influence on consumer behavior intention in green fast food retail.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Bella Marhaenia Dyah Ayu Pithaloka Hayuningardi
AU  - Moh Farid Najib
PY  - 2021
DA  - 2021/11/23
TI  - The Behavioral Intention of Millennial Consumer Towards Green Fast-Food Retail
BT  - Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021)
PB  - Atlantis Press
SP  - 643
EP  - 649
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.211106.100
DO  - 10.2991/aer.k.211106.100
ID  - Hayuningardi2021
ER  -