The Effects of Health Value on Healthful Food Selection Intention at Restaurants: Considering the Role of Attitudes Toward Taste and Healthfulness of Healthful Foods

摘要

This study investigated restaurant customersu27 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 customersu27 health values had a positive effect on attitudes and behavioral intentions and that customersu27 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.