Title

Understanding Customers’ Healthy Food Choices at Casual Dining Restaurants: Using the Value-Attitude-Behavior Model

Keywords

Value–Attitude–Behavior model; Healthy foods; Healthy eating; Restaurants; Expectations; Health value

Abstract

This study examined how individual health values influence interest in healthy foods, positive outcome expectations, hedonic expectations, and behavior intentions. A total of 1188 valid questionnaires were collected from customers who had consumed healthy menu items at casual dining restaurants. The results indicated that health value was the key element that inspired customer interest in healthy eating and aroused hedonic and positive outcome expectations, which in turn enhanced intentions to purchase healthy food items. Restaurant managers are advised to establish creative marketing strategies to motivate customer interest in healthy menu items and emphasize benefits of their healthy food items. Future studies can extend the scope of research by examining differences in geographical areas or demographic profiles.

Publication Date

5-15-2015

Original Citation

Kang, J., Jun, J., & Wohlsdorf-Arendt, S. (2015). Understanding customers’ healthy food choices at casual dining restaurants: Using the Value-Attitude-Behavior model. International Journal of Hospitality Management, 48, 12-21.

DOI

10.1016/j.ijhm.2015.04.005

Number of Pages

12-21

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality Management

Volume

48

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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