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Purpose This study aims to examine consumers’ patriotism, attitudes toward veterans and attitudes and behaviors toward businesses that honor veterans. The goal is to determine if consumers are more or less likely to support businesses that offer veterans preferential treatment. Design/methodology/approach The conceptual model proposed is tested using an online survey with a nationwide sample. Data are analyzed using partial least squares structural equations modeling. Findings Results indicate that consumer attitudes toward businesses that honor veterans fully mediate the impact of consumer attitudes toward veterans on behavioral intentions. This suggests that veterans’ discounts or preferential treatments are viewed as a viable means by which consumers can show their support for veterans. Further, results reveal that patriotism has a direct effect on consumers’ behavioral intentions toward businesses that honor veterans. Practical implications Businesses routinely offer discounts targeted to specific consumers, such as the elderly and children. These results show that providing discounts to veterans can offer multiple benefits to businesses as well. Positive attitudes toward businesses that honor veterans can lead to positive behavioral intentions from consumers who seek to support veterans. Originality/value Despite the existence of businesses honoring veterans by providing discounts or preferential treatment, to the best of the authors’ knowledge, little to no research has investigated the impact that these discounts provide to businesses.

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