Understanding Customers’ Healthful Food Selection at Restaurants: Roles of Attitude, Gender, and Past Experience

Keywords

ttitude, gender, healthful food, past experience, restaurant

Abstract

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.

Publication Date

4-6-2016

Original Citation

Jun, J., Wohlsdorf-Arendt, S., & Kang, J. (2016). Understanding customers’ healthful food selection at restaurants: Roles of attitude, gender, and past experience. Journal of Foodservice Business Research, 19(2), 197-212.

Number of Pages

197-212

Document Type

Paper

Language

English

Source Title

Journal of Foodservice Business Research

Volume

19

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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