The Effects of Health Value on Healthful Food Selection at Restaurants: Considering the Role of Attitudes Toward Taste and Healthfulness of Healthy Foods
Keywords
Value–attitude–behavior model; Health value; Healthful food; Casual dining restaurants
Abstract
This study investigated restaurant customers’ intent to choose healthful (e.g., low-fat or low-calorie) menu items using the value–attitude–behavior model. The sample was comprised of customers who had previously consumed these types of healthful items at a casual dining restaurant. Structural equation modeling was used to analyze data. Results revealed that customers’ health values had a positive effect on attitudes and behavioral intentions and that customers’ attitudes toward low-fat or low-calorie menu items positively influenced behavioral intentions. However, attitudes toward taste of healthful menu items exerted a greater impact on behavioral intentions to choose, recommend, and spread a positive word-of-mouth about those menu items. To meet customers’ desire, restaurants should continue to focus on great-tasting healthful foods.
Publication Date
7-5-2014
Original Citation
Jun, J., Kang, J., & Wohlsdorf-Arendt, S. (2014). The effects of health value on healthful food selection at restaurants: Considering the role of attitudes toward taste and healthfulness of healthy foods. International Journal of Hospitality Management 42, 85-91.
Number of Pages
85-91
Document Type
Paper
Language
English
Source Title
International Journal of Hospitality Management
Volume
42
Copyright Status
Unknown
Copyright Date
2014
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Jun, Jinhyun; Kang, Juhee; and Wohlsdorf-Arendt, Susan, "The Effects of Health Value on Healthful Food Selection at Restaurants: Considering the Role of Attitudes Toward Taste and Healthfulness of Healthy Foods" (2014). Faculty Scholarship and Creative Works. 492.
https://stars.library.ucf.edu/ucfscholar/492