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패스트푸드 레스토랑에서의 건강메뉴 선택의도: 미국인을 대상으로 계획된 행동 이론 적용

Customers’ Intention to Engage in Healthy Eating Behavior in Fast-food Restaurants: Applying Theory of Planned Behavior to U.S. Customers

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관광경영학회 (Tourism Management Research Organization)|2020.05|관광경영연구 (Journal of Tourism Management Research)|제24권 제3호|pp. 587-605

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초록

People’s health condition is closely related to their eating behavior. Therefore, the purpose of this study is to understand customers’ willingness to select healthy menu items in fast-food restaurants, using the theory of planned behavior. Also, this study try to figure out how customers’ nutrition knowledge influences their menu choices at the restaurants. Sample were collected through an online survey company and analyzed by multiple regression method. The results showed that attitude toward healthy eating behavior, subjective norm, and nutrition knowledge positively influenced intention to eat healthy menu items in fast-food restaurants while perceived behavioral control was negatively related. These results may suggest some practical implications not only for the restaurant industry to develop marketing strategy but also for the government to create an educational campaign for improving public health.

Abstract

People’s health condition is closely related to their eating behavior. Therefore, the purpose of this study is to understand customers’ willingness to select healthy menu items in fast-food restaurants, using the theory of planned behavior. Also, this study try to figure out how customers’ nutrition knowledge influences their menu choices at the restaurants. Sample were collected through an online survey company and analyzed by multiple regression method. The results showed that attitude toward healthy eating behavior, subjective norm, and nutrition knowledge positively influenced intention to eat healthy menu items in fast-food restaurants while perceived behavioral control was negatively related. These results may suggest some practical implications not only for the restaurant industry to develop marketing strategy but also for the government to create an educational campaign for improving public health.

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