Unveiling locavorism in restaurants: understanding consumer’s intention and the dual moderating roles of subjective norms and perceived behavioral control

Purpose This study is based on the extended theory of planned behavior (TPB) and attempts to shed light on what influences restaurant consumers’ intentions to eat locally sourced meals. Design/methodology/approach Data from 698 respondents were gathered through a web-based survey employing a quantitative methodology. Findings The findings indicated that several motivating factors, subjective norms and perceived behavioral control positively influence respondents’ attitudes toward dining at restaurants serving meals that are obtained locally. Also, attitudes significantly predicted intentions and mediated the relationship between the motivating factors and intention to consume local meals. Furthermore, subjective norms and perceived behavioral control moderated the relationship between attitude and intention. Research limitations/implications The study offers implications for both theory and practice. In the context of Egypt in particular, this study advocates for sustainable food production and consumption in restaurants. The study focused only on consumers; it suggests that subsequent research should examine the restaurant operators’ perspective. Practical implications To draw in and please more locavores, restaurant management can use buzzwords like “safe food,” “fresh food” and “environmental labels.” They should also provide their consumers with the backstory of menu items, including where food comes from, how it’s made and how it gets transported. Originality/value This study tests an adapted model built on TPB and advocates for sustainable production and consumption in line with the United Nations 2030 Agenda for Sustainable Development Goals.