Green Consumption Value, Attitude Toward Food, and Brand Evangelism for Farm-to-Table Foods in the Context of Green Food Tourism

This study aimed to identify relationships between variables by integrating green consumption value (GCV), attitude toward food, and brand evangelism for farm-to-table (FTT) foods in the context of green food tourism. Moreover, the study aimed to provide insights into the travel behaviour of tourists. The study sample comprised 473 South Koreans who participated in FTT events held in a rural area. Data analyses consisted of confirmatory factor analysis and structural equation modelling. Data analyses showed that health value had the greatest influence on attitude toward FTT foods, followed by emotional value, environmental consciousness, quality value, and social value. Moreover, a positive relationship was found between attitude toward FTT foods, purchase intention, and positive and oppositional brand referrals. In particular, the importance of health value, environmental consciousness, and social value, as well as the relationship between the sub-variables of brand evangelism, was a finding that differed from previous food tourism studies. Understanding tourists’ consumption value for FTT foods in the context of green food tourism is crucial for effectively measuring tourist behaviour. However, the relationship between GCV, attitude toward food, and brand evangelism for FTT foods has not yet been investigated. Suitably, this study is the first attempt to discuss these tourist behaviours.