THE ACCEPTANCE OF SUSTAINABLE FOOD CONCEPT: A QUALITATIVE EXPLORARION IN STENDEN UNIVERSITY HOTEL, THE NETHERLANDS

As customers concern more about the environment, sustainable food demands which are locally produced, organic, seasonal, and vegetarian or semi-vegetarian increase. Besides, Theory of Planned Behaviour (TPB) explains that behaviour is guided by intentions with the factors of attitude, subjective norm, and perceived behavioural control to predict food choices; food purchasing habits and intake; and attitudes and preferences. Therefore, the research purpose is to examine customers� acceptance of The Netherlands restaurant implementing sustainable food concept using TPB. Data analysis of 10 semi-structured interviews shows that the customers of Restaurant NL are more likely guided by external factors of subjective norms: work related dine-in; others� encouragement to eat more healthy and more responsibly, as the intentions are to have sustainable benefits.