The impact of service quality at vegan bakery cafes on perceived value and behavioral intentions

This study investigates the impact of service quality in vegan bakery cafés on consumers' perceived value and behavioral intentions. The recent surge in interest in environmental protection and health has resulted in the rapid expansion of the vegan food market, and vegan bakery cafés have emerged as a prominent symbol of this trend. A survey was conducted that targeted adults who had experience of visiting vegan bakery cafés, and 249 valid responses were analyzed using SPSS 30.0. The results show that the quality of human service, the physical environment, and bakery products positively influence the perceived value, which in turn significantly affects behavioral intentions. Additionally, service quality was found to have a direct positive impact on behavioral intentions. This study provides foundational data for the sustainable growth and competitiveness of vegan bakery cafés and offers practical marketing insights for expanding the vegan market.