The effect of locavorism on behavior intention in the scope of goal-directed behavior theory: Alaçati herb festival case of study

Abstract

This study aims to determine the effect of locavorism on behavior intention in the context of Goal-Directed Behavior Theory. The research population consists of tourists participating in the Alacati Herb Festival in Izmir province, and the survey technique was used to obtain the data by purposive sampling. The questionnaires were collected face-to-face between 24-28 March 2022, and 445 questionnaires were subjected to analysis. The research used Smart PLS statistical software to test the hypotheses for the Goal-Directed Behavior Model, and locavorism scales and the structural equation model were used to analyze the data. In this context, according to the tourists participating in the research, it was determined that only negative anticipated emotions among the variables in the Goal-Directed Behavior Model did not affect desire, and all other variables affected the model. In addition, it was determined that lionization and opposition from the dimensions of the locavorism variable affected behavior, but communalization did not have an effect. Suggestions were developed in line with the results of the study.