Particulate matter source attribution and restaurant mitigation behavioral intentions: an application of attribution theory

Purpose As commercial cooking is known as a source that generates great concentrations of particulate matter (PM) emissions first accumulating in kitchens before spreading to dining areas, this study aims to explore how to improve restaurants' efforts to reduce PM emissions by the application of attribution theory. Design/methodology/approach Data were obtained from restaurant managers operating their business in South Korea, considered to be qualified to provide accurate information regarding the survey questions. A scenario-based experimental approach was used to test the hypothesized relationships. Cognitive and emotional risk judgements were assessed for its potential interaction effects on the relationships between restaurant perceptions of PM source attributions, preventions attitudes and mitigation behavioral intentions. Findings Results revealed that perceptions of PM main sources were attributed to internal rather than external factors, which improved mitigation behavioral intentions. Such an effect was partially mediated through PM pollution prevention attitudes. Additionally, when applying external source attributions, PM mitigation behavioral intentions were improved by cognitive risk judgements, and PM prevention attitudes were enhanced by affective risk judgements. Research limitations/implications Results assist restaurants to better understand their operations that may be emitting significant levels of PM, thereby encouraging them to set more ambitious and effective PM mitigation operational guidelines for their employees and diners. Originality/value This study provides a fundamental baseline of management perceptions regarding PM emissions related to restaurant mitigation behavioral intentions. Results are useful in designing appropriate communication strategies addressing restaurant PM pollution issues to improve internal restaurant practices regarding clean air quality.