Nutr Res Pract.  2018 Aug;12(4):348-354. 10.4162/nrp.2018.12.4.348.

Relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions toward healthy menu selection

Affiliations
  • 1Department of Food and Nutrition, Institute of Symbiotic Life-TECH, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, Korea. sham2@yonsei.ac.kr
  • 2International Center for Hospitality Research and Development, Dedman School of Hospitality, Florida State University, 288 Champions Way UCB 4117 Tallahassee, FL 32306, USA.

Abstract

BACKGROUND/OBJECTIVES
Obesity is a serious concern worldwide, for which the restaurant industry holds partial responsibility. This study was conducted to estimate restaurant consumers' intention to select healthy menu items and to examine the relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions, which are known to be major determinants of consumer behaviors.
SUBJECTS/METHODS
An online, self-administered survey was distributed for data collection. The study sample consisted of customers who reported having visited casual dining restaurants in the last three months at the time of the survey. Structural equation modeling was used to verify the fit of the proposed research model.
RESULTS
Structural equation modeling revealed that the proposed model supports the sequential, mediated (indirect) relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions toward healthy menu selection.
CONCLUSION
This study contributes to the available literature regarding obesity by adding past behaviors, one of the most influential variables involved in prediction of future behaviors of consumers, to the TPB model, enabling a better understanding of restaurant consumers' rational decision process regarding healthy menu choices. The results of this study provide practical implications for restaurant practitioners and government agencies regarding ways to promote healthy menus.

Keyword

Obesity; restaurants; attitude; belief; consumer behavior

MeSH Terms

Consumer Behavior
Data Collection
Government Agencies
Intention*
Obesity
Restaurants

Figure

  • Fig. 1 Conceptual framework of the study


Reference

1. Ministry of Health and Welfare, Korea Centers for Disease Control and Prevention. Korea Health Statistics 2016: Korea National Health and Nutrition Examination Survey (KHANES VII-1). Cheongwon: Korea Centers for Disease Control and Prevention;2018.
2. World Health Organization. Obesity and overweight [Internet]. Geneva: World Health Organization;2018. cited 2018 April 21. Available from: http://www.who.int/mediacentre/factsheets/fs311/en/.
3. McKinsey Global Institute. Overcoming obesity: an initial economic analysis [Internet]. New York, NY: McKinsey Global Institute;2014. cited 2018 April 21. Available from: https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Economic%20Studies%20TEMP/Our%20Insights/How%20the%20world%20could%20better%20fight%20obesity/MGI_Overcoming_obesity_Full_report.ashx.
4. Kim TH, Lee EK, Han E. Food away from home and body mass outcomes: taking heterogeneity into account enhances quality of results. Nutrition. 2014; 30:1015–1021.
Article
5. Euromonitor International. Country report: consumer foodservice in South Korea [Internet]. London: Euromonitor International;2017. cited 2018 April 21. Available from: http://www.euromonitor.com/consumer-foodservice-in-south-korea/report.
6. Wright KB, Mazzone R, Oh H, Du J, Smithson AB, Ryan D, MacNeil D, Tong X, Stiller C. The influence of U.S. chain restaurant food consumption and obesity in China and South Korea: an ecological perspective of food consumption, self-efficacy in weight management, willingness to communicate about weight/diet, and depression. Health Commun. 2016; 31:1356–1366.
Article
7. Kang J, Jun J, Arendt SW. Understanding customers' healthy food choices at casual dining restaurants: using the value-attitude-behavior model. Int J Hosp Manag. 2015; 48:12–21.
Article
8. Jeong JY, Ham S. Application of the Health belief model to customers' use of menu labels in restaurants. Appetite. 2018; 123:208–215.
Article
9. Amrein MA, Rackow P, Inauen J, Radtke T, Scholz U. The role of compensatory health beliefs in eating behavior change: a mixed method study. Appetite. 2017; 116:1–10.
Article
10. Hagger MS, Trost N, Keech JJ, Chan DK, Hamilton K. Predicting sugar consumption: application of an integrated dual-process, dual-phase model. Appetite. 2017; 116:147–156.
Article
11. Hsu CL, Chang CY, Yansritakul C. Exploring purchase intention of green skincare products using the theory of planned behavior: testing the moderating effects of country of origin and price sensitivity. J Retailing Consum Serv. 2017; 34:145–152.
Article
12. Smith JR, Terry DJ, Manstead AS, Louis WR, Kotterman D, Wolfs J. The attitude-behavior relationship in consumer conduct: the role of norms, past behavior, and self-identity. J Soc Psychol. 2008; 148:311–333.
Article
13. Ajzen I. The theory of planned behavior. Organ Behav Hum Decis Process. 1991; 50:179–211.
Article
14. Ajzen I, Fishbein M. Attitude-behavior relations: a theoretical analysis and review of empirical research. Psychol Bull. 1977; 84:888–918.
Article
15. Kim E, Ham S. Development and validation of a measure of consumer behaviors toward nutritional labeling in restaurants. J Foodserv Bus Res. 2017; 20:595–610.
Article
16. Malek L, Umberger WJ, Makrides M, ShaoJia Z. Predicting healthy eating intention and adherence to dietary recommendations during pregnancy in Australia using the theory of planned behaviour. Appetite. 2017; 116:431–441.
Article
17. Kim E, Ham S, Yang IS, Choi JG. The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers' behavioral intentions to read menu labels in the restaurant industry. Int J Hosp Manag. 2013; 35:203–213.
Article
18. Jun J, Arendt SW. Understanding healthy eating behaviors at casual dining restaurants using the extended theory of planned behavior. Int J Hosp Manag. 2016; 53:106–115.
Article
19. Shin YH, Im J, Jung SE, Severt K. The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. Int J Hosp Manag. 2018; 69:21–29.
Article
20. Seo HS, Lee SK, Nam S. Factors influencing fast food consumption behaviors of middle-school students in Seoul: an application of theory of planned behaviors. Nutr Res Pract. 2011; 5:169–178.
Article
21. Seo S, Kim OY, Shim S. Using the theory of planned behavior to determine factors influencing processed foods consumption behavior. Nutr Res Pract. 2014; 8:327–335.
Article
22. Han H, Kim Y. An investigation of green hotel customers' decision formation: developing an extended model of the theory of planned behavior. Int J Hosp Manag. 2010; 29:659–668.
Article
23. Kim YJ, Njite D, Hancer M. Anticipated emotion in consumers' intentions to select eco-friendly restaurants: augmenting the theory of planned behavior. Int J Hosp Manag. 2013; 34:255–262.
Article
24. Steptoe A, Pollard TM, Wardle J. Development of a measure of the motives underlying the selection of food: the food choice questionnaire. Appetite. 1995; 25:267–284.
Article
25. Wang YF. Modeling predictors of restaurant employees' green behavior: Comparison of six attitude-behavior models. Int J Hosp Manag. 2016; 58:66–81.
Article
26. Bamberg S, Ajzen I, Schmidt P. Choice of travel mode in the theory of planned behavior: the roles of past behavior, habit, and reasoned action. Basic Appl Soc Psych. 2003; 25:175–187.
Article
27. Ouellette JA, Wood W. Habit and intention in everyday life: the multiple processes by which past behavior predicts future behavior. Psychol Bull. 1998; 124:54–74.
Article
28. Sutton S. Predicting and explaining intentions and behavior: how well are we doing? J Appl Soc Psychol. 1998; 28:1317–1338.
Article
29. Feunekes GI, Gortemaker IA, Willems AA, Lion R, van den Kommer M. Front-of-pack nutrition labelling: testing effectiveness of different nutrition labelling formats front-of-pack in four European countries. Appetite. 2008; 50:57–70.
Article
30. Verbeke W, Vackier I. Individual determinants of fish consumption: application of the theory of planned behaviour. Appetite. 2005; 44:67–82.
Article
31. Ajzen I. Nature and operation of attitudes. Annu Rev Psychol. 2001; 52:27–58.
Article
32. Bucher T, Müller B, Siegrist M. What is healthy food? Objective nutrient profile scores and subjective lay evaluations in comparison. Appetite. 2015; 95:408–414.
Article
33. Nunnally JC. Psychometric Theory. 2nd ed. New York, NY: McGraw-Hill;1978.
34. Bagozzi RP, Yi Y. On the evaluation of structural equation models. J Acad Mark Sci. 1988; 16:74–94.
Article
35. Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement error. J Mark Res. 1981; 18:39–50.
Article
36. Hair JF Jr, Black WC, Babin BJ, Anderson RE. Multivariate Data Analysis. 7th ed. Englewood Cliffs, NJ: Prentice-Hall;2010.
37. Cheng S, Lam T, Hsu CH. Testing the sufficiency of the theory of planned behavior: a case of customer dissatisfaction responses in restaurants. Int J Hosp Manag. 2005; 24:475–492.
Article
38. Chan EK, Kwortnik R, Wansink B. McHealthy: how marketing incentives influence healthy food choices. Cornell Hosp Q. 2017; 58:6–22.
39. Jun J, Kang J, Arendt SW. The effects of health value on healthful food selection intention at restaurants: considering the role of attitudes toward taste and healthfulness of healthful foods. Int J Hosp Manag. 2014; 42:85–91.
Article
40. Khare A, Inman JJ. Habitual behavior in American eating patterns: the role of meal occasions. J Consum Res. 2006; 32:567–575.
Article
41. Conner M, Norman P, Bell R. The theory of planned behavior and healthy eating. Health Psychol. 2002; 21:194–201.
Article
42. Kahneman D. Thinking Fast and Slow. New York, NY: Macmillan Publishing;2011.
43. Talukdar D, Lindsey C. To buy or not to buy: consumers' demand response patterns for healthy versus unhealthy food. J Mark. 2013; 77:124–138.
Article
44. Cantor J, Torres A, Abrams C, Elbel B. Five years later: awareness of New York city's calorie labels declined, with no changes in calories purchased. Health Aff (Millwood). 2015; 34:1893–1900.
Article
45. Elbel B, Mijanovich T, Dixon LB, Abrams C, Weitzman B, Kersh R, Auchincloss AH, Ogedegbe G. Calorie labeling, fast food purchasing and restaurant visits. Obesity (Silver Spring). 2013; 21:2172–2179.
Article
Full Text Links
  • NRP
Actions
Cited
CITED
export Copy
Close
Share
  • Twitter
  • Facebook
Similar articles
Copyright © 2024 by Korean Association of Medical Journal Editors. All rights reserved.     E-mail: koreamed@kamje.or.kr