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Towards a better understanding of food raft entrepreneurs’ ecological behaviour

Amonphat Sritharet, Umut Kadir Oğuz, Seza Zerman, Philaiwan Chompupor, Erose Sthapit Orcid Logo, Brian Garrod Orcid Logo

Tourism and Hospitality Research

Swansea University Author: Brian Garrod Orcid Logo

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DOI (Published version): 10.1177/14673584251384020

Abstract

This study examines entrepreneurs’ ecological behaviours, with a focus on raft restaurants along the Mun River in Thailand. Building on protection-motivation theory, a structural model was developed with environmental awareness, green attitude, green product purchase intention, and ecological behavi...

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Published in: Tourism and Hospitality Research
ISSN: 1467-3584 1742-9692
Published: SAGE Publications 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa70324
first_indexed 2025-09-11T16:01:42Z
last_indexed 2025-10-24T07:55:40Z
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The aim of the study is to evaluate how environmental awareness, attitudes, and green product purchase intentions influence ecological behaviour, with specific objectives to assess the effects of awareness on attitudes, intentions, and behaviour; to examine the role of attitudes in shaping intentions and behaviours; and to evaluate whether purchase intentions translate into ecological behaviour. The results indicate that environmental awareness significantly and positively influences entrepreneurs&#x2019; green attitude, purchase intention, and ecological behaviour. Attitude significantly impacts upon purchase intention, while intention significantly impacts ecological behaviour. Interestingly, attitude does not directly influence ecological behaviour. The originality of this study lies in extending protection-motivation theory into the hospitality entrepreneurship domain, which has rarely been examined in this way. Unlike previous research that focuses on consumers or large operators, this study investigates small-scale, resource-constrained entrepreneurs in a developing country, thereby highlighting the intention-behaviour gap from a supply-side perspective. By situating the analysis in floating raft restaurants &#x2013; a unique form of foodservice business facing distinct ecological and operational challenges &#x2013; the study offers novel insights into sustainable entrepreneurship in niche tourism enterprises. 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spelling 2025-10-22T14:44:06.5141897 v2 70324 2025-09-11 Towards a better understanding of food raft entrepreneurs’ ecological behaviour 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2025-09-11 CBAE This study examines entrepreneurs’ ecological behaviours, with a focus on raft restaurants along the Mun River in Thailand. Building on protection-motivation theory, a structural model was developed with environmental awareness, green attitude, green product purchase intention, and ecological behaviour constructs, tested using data from 163 entrepreneurs. The aim of the study is to evaluate how environmental awareness, attitudes, and green product purchase intentions influence ecological behaviour, with specific objectives to assess the effects of awareness on attitudes, intentions, and behaviour; to examine the role of attitudes in shaping intentions and behaviours; and to evaluate whether purchase intentions translate into ecological behaviour. The results indicate that environmental awareness significantly and positively influences entrepreneurs’ green attitude, purchase intention, and ecological behaviour. Attitude significantly impacts upon purchase intention, while intention significantly impacts ecological behaviour. Interestingly, attitude does not directly influence ecological behaviour. The originality of this study lies in extending protection-motivation theory into the hospitality entrepreneurship domain, which has rarely been examined in this way. Unlike previous research that focuses on consumers or large operators, this study investigates small-scale, resource-constrained entrepreneurs in a developing country, thereby highlighting the intention-behaviour gap from a supply-side perspective. By situating the analysis in floating raft restaurants – a unique form of foodservice business facing distinct ecological and operational challenges – the study offers novel insights into sustainable entrepreneurship in niche tourism enterprises. The findings contribute theoretically to understanding ecological behaviour in hospitality, and practically to designing policies and training that encourage green practices among small foodservice entrepreneurs. Journal Article Tourism and Hospitality Research 0 SAGE Publications 1467-3584 1742-9692 environmental awareness; attitude; ecological behaviour; green product usage; raft restaurants; Thailand 25 9 2025 2025-09-25 10.1177/14673584251384020 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee This research was financially supported by Faculty of Tourism and Hotel Management Mahasarakham University (Granted year 2021). 2025-10-22T14:44:06.5141897 2025-09-11T08:38:44.5512744 Faculty of Humanities and Social Sciences School of Management - Business Management Amonphat Sritharet 1 Umut Kadir Oğuz 2 Seza Zerman 3 Philaiwan Chompupor 4 Erose Sthapit 0000-0002-1650-3900 5 Brian Garrod 0000-0002-5468-6816 6 70324__35444__359769678e4b4cd7ae70e571ec9da4c8.pdf 70324.VoR.pdf 2025-10-22T14:35:13.1532998 Output 681401 application/pdf Version of Record true © The Author(s) 2025. This article is distributed under the terms of the Creative Commons Attribution 4.0 License. true eng https://creativecommons.org/licenses/by/4.0/
title Towards a better understanding of food raft entrepreneurs’ ecological behaviour
spellingShingle Towards a better understanding of food raft entrepreneurs’ ecological behaviour
Brian Garrod
title_short Towards a better understanding of food raft entrepreneurs’ ecological behaviour
title_full Towards a better understanding of food raft entrepreneurs’ ecological behaviour
title_fullStr Towards a better understanding of food raft entrepreneurs’ ecological behaviour
title_full_unstemmed Towards a better understanding of food raft entrepreneurs’ ecological behaviour
title_sort Towards a better understanding of food raft entrepreneurs’ ecological behaviour
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 Amonphat Sritharet
Umut Kadir Oğuz
Seza Zerman
Philaiwan Chompupor
Erose Sthapit
Brian Garrod
format Journal article
container_title Tourism and Hospitality Research
container_volume 0
publishDate 2025
institution Swansea University
issn 1467-3584
1742-9692
doi_str_mv 10.1177/14673584251384020
publisher SAGE Publications
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description This study examines entrepreneurs’ ecological behaviours, with a focus on raft restaurants along the Mun River in Thailand. Building on protection-motivation theory, a structural model was developed with environmental awareness, green attitude, green product purchase intention, and ecological behaviour constructs, tested using data from 163 entrepreneurs. The aim of the study is to evaluate how environmental awareness, attitudes, and green product purchase intentions influence ecological behaviour, with specific objectives to assess the effects of awareness on attitudes, intentions, and behaviour; to examine the role of attitudes in shaping intentions and behaviours; and to evaluate whether purchase intentions translate into ecological behaviour. The results indicate that environmental awareness significantly and positively influences entrepreneurs’ green attitude, purchase intention, and ecological behaviour. Attitude significantly impacts upon purchase intention, while intention significantly impacts ecological behaviour. Interestingly, attitude does not directly influence ecological behaviour. The originality of this study lies in extending protection-motivation theory into the hospitality entrepreneurship domain, which has rarely been examined in this way. Unlike previous research that focuses on consumers or large operators, this study investigates small-scale, resource-constrained entrepreneurs in a developing country, thereby highlighting the intention-behaviour gap from a supply-side perspective. By situating the analysis in floating raft restaurants – a unique form of foodservice business facing distinct ecological and operational challenges – the study offers novel insights into sustainable entrepreneurship in niche tourism enterprises. The findings contribute theoretically to understanding ecological behaviour in hospitality, and practically to designing policies and training that encourage green practices among small foodservice entrepreneurs.
published_date 2025-09-25T05:32:22Z
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score 11.096027

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