Title

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

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1016/j.ijhm.2014.06.002

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