Investigation of independent travelers' intention to consume street foods based on planned behavior theory: A study in Istanbul

In this study, the intention of independent travelers to consume street food during their travels was examined by theoretically based on the Planned Behavior Theory (Ajzen, 1991) which was expanded with past experience and hedonism variables. In other words, the relationships between attitude, subjective norm, perceived behavioral control and past experience variables and behavioral intention variables were examined. Whether hedonism has a moderator effect on the research model between attitude and behavioral intention or not was also tested. A total of 541 questionnaires were distributed in the study which is conducted in Istanbul, but 523 of them were able to be evaluated for the analysis because of the incomplete filling of some sections. Explanatory factor analysis and Cronbach Alpha analysis were performed for the appropriateness of the research model. Regression analysis was used for the hypothesis testing in the research model after validity and reliability of the used scales were ensured. According to the results of regression analysis, attitude, perceived behavioral control, subjective norm, and past experience were important to affect independent travelers' intention to consume street food. However, hedonism had no moderator effect between attitude and behavioral intention. In this framework, four of the hypotheses were accepted and one was rejected. These findings show that the Planned Behavior Theory can be effectively used to explain the intention of consuming street foods and can be expanded with some variables. By interpretation of the findings, some recommendation was made to administrators, practitioners and researchers who relate with street food.