TRA (THEORY OF REASONED ACTION) MODEL OF SUSTAINABLE BEHAVIORAL INTENTIONS IN CULINARY SMEs IN SURABAYA

Abstract

Culinary street vendors are part of Small Medium Enterprises that have not optimally contributed to achieve the Sustainable Development Goals. In this study, Theory of Reasoned Action was used as a model to measure Sustainable Behavioral Intentions in culinary SMEs in Surabaya. This study used an explanatory quantitative approach with the population was culinary SMEs who joined the Surabaya street vendor center. Sampling was taken from six Surabaya culinary centers using purposive random sampling technique. Data were analyzed using Structural Equation Model with Partial Least Square to determine how Organizational Climate, Entrepreneurial Self Efficacy, and Sustainable Attitude influenced Sustainable Behavioral Intentions. The results showed that among three variables assessed, only Sustainable Attitude was proved to have a significant influence on Sustainable Behavioral Intentions, while the other two variables, Organizational Climate, and Entrepreurial Self Efficacy, had no significant influence.