This research aims at contributing to the integration of other constructs that have not been traditionally used in the Theory of Planned Behavior (TPB). The paper's goal is to render the TPB more relevant and effective in predicting consumer decisions in diverse service environments such as fast food restaurants. For this purpose, the paper proposes a conceptual model that analyzes both the direct and indirect impact of food values, subjective norm, and brand love on behavioral loyalty toward fast food restaurants. In order to test the proposed model, we designed a questionnaire and distributed it to fast food consumers in the city of Puebla (Mexico). Data from the sample of 3565 respondents were collected and analyzed by using descriptive statistics and PLS regressions. The research makes several key contributions: First, it predicts behavioral loyalty rather than relies on more usual behaviors in the TPB, such as intention to purchase. Second, it analyzes the direct influence of food values on the constructs of subjective norm and brand love – in contrast to most previous research that has focused on measuring the relative importance of food values in food preference. Third, the study establishes the importance of including emotional variables in the TPB like the construct of brand love.
