From Authenticity to Sustainability: The Role of Authentic Cultural and Consumer Knowledge in Shaping Green Consumerism and Behavioral Intention to Gastronomy in Heritage Restaurants in Hail, Saudi Arabia

This study examines the relationship between perceived authenticity, green consumerism, and behavioral intention within the context of heritage restaurants in Hail, Saudi Arabia. By integrating Cognitive Appraisal Theory (CAT) and the Stimulus-Organism-Response (SOR) framework, the research explores how authenticity perceptions influence both cultural and gastronomic experiences and contribute to sustainable consumption behavior. The study also investigates the moderating role of consumer knowledge in enhancing green consumerism and its subsequent impact on behavioral intention to dine at heritage restaurants. Using a mixed-methods approach, the study first conducted content analysis on online reviews to identify key attributes that shape authenticity perceptions. Subsequently, a structural equation modeling (SEM) approach was applied to survey data collected from 417 patrons of heritage restaurants in Hail. The findings confirm that perceived authenticity significantly enhances consumers' cultural and gastronomic experiences, which in turn fosters green consumerism and strengthens behavioral intention to visit authentic restaurants. Furthermore, green consumerism acts as a key mediator between authenticity, cultural experiences, and purchase intention. Consumer knowledge further moderates this relationship, amplifying the positive effect of green consumerism on behavioral intention. The study contributes to the growing literature on sustainable gastronomy tourism by demonstrating the crucial interplay between authenticity, sustainability, and consumer knowledge in the heritage restaurant sector. It also offers practical recommendations for restaurant managers, policymakers, and tourism marketers to enhance the authentic dining experience while promoting environmentally responsible behavior. By fostering awareness of cultural and environmental values, heritage restaurants can play a pivotal role in advancing sustainable tourism development in Hail and beyond.