Abstract
This study examined an adaptation of Theory of Planned Behavior (TpB) applied to the intention of food service establishments. The principle investigator will use mixed method approach to collect data from a group of participants from British Columbia and particularly their perceptions of benefits and challenges of purchasing sustainable Ocean Wise (OW) seafood products. Outcomes of this study would use by a wide variety of seafood producers and marketers to connect with food service establishments to promote effective marketing strategies of sustainable Ocean Wise seafood products.
Presenters
Hiran RoyLecturer, Hospitality and Tourism Management, Fairleigh Dickinson University, Vancouver Chehra Aboukinane
Mohamed Mohsen
Details
Presentation Type
Theme
Food Production and Sustainability
KEYWORDS
Sustainable, Seafood, TpB, OceanWise, Purchasing, Foodservice, Establishment
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