DOI QR코드

DOI QR Code

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

  • Kim, Heewon (Department of Food and Nutrition, Institute of Symbiotic Life-TECH, Yonsei University) ;
  • Kim, Youngshin (Department of Food and Nutrition, Institute of Symbiotic Life-TECH, Yonsei University) ;
  • Choi, Hyung-Min (International Center for Hospitality Research and Development, Dedman School of Hospitality, Florida State University) ;
  • Ham, Sunny (Department of Food and Nutrition, Institute of Symbiotic Life-TECH, Yonsei University)
  • 투고 : 2018.05.20
  • 심사 : 2018.07.17
  • 발행 : 2018.08.01

초록

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.

키워드

참고문헌

  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;30:1015-21. https://doi.org/10.1016/j.nut.2014.02.004
  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 manage- ment, willingness to communicate about weight/diet, and depression. Health Commun 2016;31:1356-66. https://doi.org/10.1080/10410236.2015.1072124
  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. https://doi.org/10.1016/j.ijhm.2015.04.005
  8. Jeong JY, Ham S. Application of the Health belief model to customers' use of menu labels in restaurants. Appetite 2018;123: 208-15. https://doi.org/10.1016/j.appet.2017.12.012
  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. https://doi.org/10.1016/j.appet.2017.04.016
  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;116:147-56. https://doi.org/10.1016/j.appet.2017.04.032
  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;34:145-52. https://doi.org/10.1016/j.jretconser.2016.10.006
  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; 148:311-33. https://doi.org/10.3200/SOCP.148.3.311-334
  13. Ajzen I. The theory of planned behavior. Organ Behav Hum Decis Process 1991;50:179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  14. Ajzen I, Fishbein M. Attitude-behavior relations: a theoretical analysis and review of empirical research. Psychol Bull 1977;84: 888-918. https://doi.org/10.1037/0033-2909.84.5.888
  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. https://doi.org/10.1080/15378020.2016.1229440
  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;116:431-41. https://doi.org/10.1016/j.appet.2017.05.028
  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;35:203-13. https://doi.org/10.1016/j.ijhm.2013.06.008
  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;53:106-15. https://doi.org/10.1016/j.ijhm.2015.12.002
  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;69:21-9. https://doi.org/10.1016/j.ijhm.2017.10.011
  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;5:169-78. https://doi.org/10.4162/nrp.2011.5.2.169
  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;8:327-35. https://doi.org/10.4162/nrp.2014.8.3.327
  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;29:659-68. https://doi.org/10.1016/j.ijhm.2010.01.001
  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;34:255-62. https://doi.org/10.1016/j.ijhm.2013.04.004
  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;25:267-84. https://doi.org/10.1006/appe.1995.0061
  25. Wang YF. Modeling predictors of restaurant employees' green behavior: Comparison of six attitude-behavior models. Int J Hosp Manag 2016;58:66-81. https://doi.org/10.1016/j.ijhm.2016.07.007
  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;25:175-87. https://doi.org/10.1207/S15324834BASP2503_01
  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. https://doi.org/10.1037/0033-2909.124.1.54
  28. Sutton S. Predicting and explaining intentions and behavior: how well are we doing? J Appl Soc Psychol 1998;28:1317-38. https://doi.org/10.1111/j.1559-1816.1998.tb01679.x
  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. https://doi.org/10.1016/j.appet.2007.05.009
  30. Verbeke W, Vackier I. Individual determinants of fish consumption: application of the theory of planned behaviour. Appetite 2005; 44:67-82. https://doi.org/10.1016/j.appet.2004.08.006
  31. Ajzen I. Nature and operation of attitudes. Annu Rev Psychol 2001;52:27-58. https://doi.org/10.1146/annurev.psych.52.1.27
  32. Bucher T, Müller B, Siegrist M. What is healthy food? Objective nutrient profile scores and subjective lay evaluations in comparison. Appetite 2015;95:408-14. https://doi.org/10.1016/j.appet.2015.08.005
  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. https://doi.org/10.1007/BF02723327
  35. Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 1981; 18:39-50. https://doi.org/10.2307/3151312
  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;24:475-92. https://doi.org/10.1016/j.ijhm.2004.10.006
  38. Chan EK, Kwortnik R, Wansink B. McHealthy: how marketing incentives influence healthy food choices. Cornell Hosp Q 2017; 58:6-22. https://doi.org/10.1177/1938965516668403
  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. https://doi.org/10.1016/j.ijhm.2014.06.002
  40. Khare A, Inman JJ. Habitual behavior in American eating patterns: the role of meal occasions. J Consum Res 2006;32:567-75. https://doi.org/10.1086/500487
  41. Conner M, Norman P, Bell R. The theory of planned behavior and healthy eating. Health Psychol 2002;21:194-201. https://doi.org/10.1037/0278-6133.21.2.194
  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;77:124-38.
  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;34:1893-900. https://doi.org/10.1377/hlthaff.2015.0623
  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;21:2172-9. https://doi.org/10.1002/oby.20550

피인용 문헌

  1. How Will Changes toward Pro-Environmental Behavior Play in Customers’ Perceived Value of Environmental Concerns at Coffee Shops? vol.11, pp.14, 2018, https://doi.org/10.3390/su11143816
  2. Factors influencing intention to follow the “stay at home” policy during the COVID-19 pandemic vol.26, pp.1, 2018, https://doi.org/10.1108/ijhg-05-2020-0046
  3. Examining the intention to stay home due to COVID-19: a pandemic's second wave outlook vol.121, pp.4, 2018, https://doi.org/10.1108/he-12-2020-0118