Sustainability in street food: Elaboration likelihood model (ELM) and image theory perspective

Abstract

Street food has become an essential sector that attracts tourists' attention daily. Despite its positive impact on local development, the street food sector does not receive sufficient attention from policymakers. The contributions of the local street food industry are linked to the social, economic and environmental dimensions of sustainability. This research examined the relationship between tourists' cognitive and affective evaluations of street food in the context of sustainability. In addition, it investigated the role of tourists’ attitudes towards organic food and their pursuit of health and naturalness in this relationship. Data were collected online using a survey technique, with 343 volunteer tourists participating in the study. A convenience sampling technique was used, and the research model was analysed using the PLS-SEM technique. The findings supported that cognitive evaluations of sustainability in the context of street food influence the construction of the meaning of sustainability. In addition, the mediating effect of attitudes towards organic food and the pursuit of health and naturalness in this relationship was identified. The results provide theoretical and practical implications for the relationships explored.