Document Type

Article

Publication Date

2014

Journal or Book Title

International Journal of Hospitality Management

Volume

42

First Page

85

Last Page

91

DOI

10.1016/j.ijhm.2014.06.002

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.

Comments

NOTICE: this is the author’s version of a work that was accepted for publication in International Journal of Hospitality Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Journal of Hospitality Management, 42, (2014) doi:10.1016/j.ijhm.2014.06.002

Copyright Owner

Jinhyun Joo, et al.

Language

en

Date Available

2014-11-14

File Format

application/pdf

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