Foodborne illness outbreaks in restaurants and patrons’ propensity to return

Abstract

Purpose

This study aims to investigate the decision-making process consumers engage in when choosing to return to a restaurant that has experienced a foodborne illness outbreak.

Design/methodology/approach

A scenario-based survey was conducted to collect data from 1,025 respondents on their propensity to return to restaurants that have been cited for serving foods that caused a foodborne illness outbreak. Partial least squares-based structural equation modeling was used to analyze the data.

Findings

The findings of this study show perceived vulnerability, perceived severity and attitude are statistically significant, whereas subjective norms and perceived behavioral control are not statistically significant predictors of consumers’ intention to patronize a restaurant that has experienced a foodborne illness outbreak.

Research limitations/implications

This study examined consumers’ intentions to return to a restaurant that has experienced a foodborne illness outbreak. Findings are based on a scenario-based survey, and thus, the results cannot be generalized.

Originality/value

By implementing protection motivation theory (PMT) and the theory of planned behavior (TPB), findings from this study extend the understanding of patrons’ revisit intentions regarding restaurants with foodborne illness outbreak.

Citation

Harris, K.J., Ali, F. and Ryu, K. (2018), "Foodborne illness outbreaks in restaurants and patrons’ propensity to return", International Journal of Contemporary Hospitality Management, Vol. 30 No. 3, pp. 1273-1292. https://doi.org/10.1108/IJCHM-12-2016-0672