In recent times, the market for food trucks has been growing due to customers seeking convenient
food options.The findings are expected to furnish food truck vendors with valuable insights on crafting efficient
marketing and operational tactics to retain their existing customer base and entice new consumers.Originality/value - This study represents a pioneering effort in combining the theoretical perspectives of the
TPB and the TCV to investigate consumers' intentions to visit food trucks.Findings - The findings indicate that attitudes, subjective norms and perceived behavioural control have a
significant positive impact on consumers' intentions to visit food trucks.Design/methodology/approach - A purposive sampling method was utilised to gather data from 203 food
truck customers through a cross-sectional online survey.