Intention to Visit a Restaurant Hiring Employees with Disabilities by Extending Theory of Planned Behavior in the Ethical Behavior Perspective: Focusing on Generation MZ

Objective : This study deal with the topic of employment of the disabled, which has recently emerged as an important social problem in our society, throw this study to find out how customers' awareness of employment problems disabled people and ethical norms affect of visit intentions of restaurant which is hiring disabled employee in the food service industry. Methods : The data used in the study were collected online and offline. Survey questionnaires were conducted on this to obtain 340 valid samples. For empirical analysis, session analysis was conducted for frequency analysis, descriptive statistics analysis, reliability analysis, explorator factor analysis and hypothesis verification using the SPSS 28 statistical package. Results : As a result of the analysis, it was found that the degree of awareness of the customer's employment problem concern with the disabled had a significant effect on the overall behavioral theory variable. In addition, it was found that the degree of awareness of restaurant customers on the employment problem of the disabled had a significant effect on the image of a restaurant employing the disabled, and thus had a positive and significant effect on the intention to visit. Conclusion : The results of this study presented insights that positive activities for the underprivileged and the public interest can also help attract customers and improve sales through customer visits through differentiated marketing in food service companies, and positive effects were also verified in the ESG management sector that has recently emerged in society.