Understanding Customers’ Healthy Food Choices at Casual Dining Restaurants: Using the Value-Attitude-Behavior Model
Keywords
Value–Attitude–Behavior model; Healthy foods; Healthy eating; Restaurants; Expectations; Health value
Abstract
This study examined how individual health values influence interest in healthy foods, positive outcome expectations, hedonic expectations, and behavior intentions. A total of 1188 valid questionnaires were collected from customers who had consumed healthy menu items at casual dining restaurants. The results indicated that health value was the key element that inspired customer interest in healthy eating and aroused hedonic and positive outcome expectations, which in turn enhanced intentions to purchase healthy food items. Restaurant managers are advised to establish creative marketing strategies to motivate customer interest in healthy menu items and emphasize benefits of their healthy food items. Future studies can extend the scope of research by examining differences in geographical areas or demographic profiles.
Publication Date
5-15-2015
Original Citation
Kang, J., Jun, J., & Wohlsdorf-Arendt, S. (2015). Understanding customers’ healthy food choices at casual dining restaurants: Using the Value-Attitude-Behavior model. International Journal of Hospitality Management, 48, 12-21.
Number of Pages
12-21
Document Type
Paper
Language
English
Source Title
International Journal of Hospitality Management
Volume
48
Copyright Status
Unknown
Copyright Date
2015
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Kang, Juhee; Jun, Jinhyun; and Wohlsdorf-Arendt, Suan, "Understanding Customers’ Healthy Food Choices at Casual Dining Restaurants: Using the Value-Attitude-Behavior Model" (2015). Faculty Scholarship and Creative Works. 567.
https://stars.library.ucf.edu/ucfscholar/567