Anticipated regret and moral norm in consumers' intention to select child labor restaurants: augmenting the theory of planned behavior

Child labor is very severe social obstacle of the world of under develop nations like Pakistan. Still most of the young children are working in different sectors for the livelihood of their homes. This study explore the anticipated regret and moral norm in consumers' intention to select child labor restaurants with the uses of augmenting the theory of planned behavior. Present study carried out in the five districts of south Punjab, Pakistan. There are three hundred questionnaires is filled from the owners of the restaurants from the selected regions. SPSS is used for the analysis of the data and multiple regression is used for testing the hypothesis. The results showed that theory of planned behavior constructs are significantly influence the intention of the child. Many owners took child as a labor because its cheap. While augmenting version of the planned behavior theory also good predictor of the child labor intentions. Government and NGOs take some actions to eliminate the child labor and sent into the schools.