The Effect of Authenticity on the Behavioural Intention of Consumers Visiting the Tarihi Vefa Bozacısı: The Mediating Role of Nostalgia

Abstract

Purpose - Boza, one of the symbolic drinks of Turkish culinary culture, is one of the important drinks that has been produced for centuries and has survived until today. Tarihi Vefa Bozacısı, which is one of the places where boza is made and consumed, is one of the businesses that has been continuing for four generations since 1876 and is preferred by consumers. The aim of this study is to examine whether nostalgia plays a role in the effect of the authenticity (beverage and atmosphere) of the Tarihi Vefa Bozacısı on the behavioural intentions of consumers. Design/methodology/approach - In order to achieve this purpose, the questionnaire technique, one of the quantitative research methods, was used. Questionnaires were collected from 368 participants who had an experience in the Tarihi Vefa Bozacısı. Partial least squares path analysis (PLS-SEM) method was used to analyse the data obtained from the questionnaires. The hypotheses developed within the scope of the research model were analysed using SmartPLS software. Findings - According to the results of the analysis, it was revealed that beverage authenticity has a positive effect on behavioural intention. At the same time, the mediating role of nostalgia was observed in the relationship between beverage authenticity and atmosphere authenticity on behavioural intentions. Discussion - Based on these results, it is seen that nostalgia plays an important mediating role. This shows that businesses can increase consumer loyalty and influence consumption preferences by offering experiences that emphasise historical and cultural values for consumers.