Understanding Customers’ Healthful Food Selection at Restaurants: Roles of Attitude, Gender, and Past Experience
This study aimed to examine differences in attitudes and behavioral intentions toward low-fat or low-calorie menu items depending on customers’ gender and past experiences, as well as identify contributors for behavioral intentions. Independent t-test revealed that female customers and customers who had eaten healthful low-fat or low-calorie menu items in the past had more positive attitudes and behavioral intentions toward those menu items. Also, hierarchical regression analysis showed that attitudes toward taste and healthfulness, and past experience consuming those menu items were significant contributors in forming behavioral intentions. In particular, attitudes toward healthfulness had the greatest impact on behavioral intentions.