The effects of health value on healthful food selection intention at restaurants: Considering the role of attitudes toward taste and healthfulness of healthful foods

    Authors

    J. H. Jun; J. H. Kang;S. W. Arendt

    Comments

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    Abbreviated Journal Title

    Int. J. Hosp. Manag.

    Keywords

    Value-attitude-behavior model; Health value; Healthful food; Casual; dining restaurants; LOW-FAT DIET; PLANNED BEHAVIOR; MEDIATING ROLE; CONSUMERS; CONSUMPTION; CALORIE; CHOICES; INFORMATION; BELIEFS; ENVIRONMENTS; Hospitality, Leisure, Sport & Tourism

    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. (c) 2014 Elsevier Ltd. All rights reserved.

    Journal Title

    International Journal of Hospitality Management

    Volume

    42

    Publication Date

    1-1-2014

    Document Type

    Article

    Language

    English

    First Page

    85

    Last Page

    91

    WOS Identifier

    WOS:000341902200009

    ISSN

    0278-4319

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