لخّصلي

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.

In recent times, the market for food trucks has been growing due to customers seeking convenient
food options. However, not many studies have been carried out to understand why consumers choose to visit
food trucks. Hence, the purpose of this study is to understand consumers’ intentions to visit food trucks
through the theoretical lenses of the theory of planned behaviour (TPB) and the theory of consumption
values (TCV).
Design/methodology/approach – A purposive sampling method was utilised to gather data from 203 food
truck customers through a cross-sectional online survey. Data were evaluated using partial least squares
structural equation modelling (PLS-SEM).
Findings – The findings indicate that attitudes, subjective norms and perceived behavioural control have a
significant positive impact on consumers’ intentions to visit food trucks. Furthermore, taste value, health value,
emotional value and epistemic value have a significant positive effect on attitudes. However, neither price value
nor interaction value has a significant impact on attitudes.
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. The resulting integrated model
provides a more comprehensive understanding of the factors that influence consumers’ decisions to visit food
trucks. 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.
Keywords Food trucks, Intentions to visit, Theory of planned behaviour, Theory of consumption values
Paper type Research paper