This study finds consumers see hygienic and environmental risk and convenience and hedonic benefits in food-truck dining. To understand, how millennial consumers think and make decisions about food-truck dining, this study identifies benefits and risks of food-truck dining and their impact on a millennial consumer’s attitude and visit intention. As they fit well with Millennials’ desire to try new things-new foods, and a new food culture-the number of trucks on the streets is expected to continue to rise. ![]() ![]() Food-trucks are growing in popularity, and they are now part of the foodie culture.
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