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

Increases in food-away-from-home purchases brought public awareness to policies for improving nutritional value of foods served at restaurants. As a result, offering choices to consumers that affect health and wellness has become a growing concern in the food industry and restaurants, as evidenced by provisions for nutritional labeling to guide consumers’ food purchasing decisions for healthy eating. This study pursues an empirical examination of the consumers’ behavior toward reading nutritional labeling at casual-dining restaurants. The study tests the conceptual framework of the proposed effects of constructs on consumers’ behavioral intentions. Findings indicate that the variable of attitude acts as a mediator in the relationship between subjective norm and behavioral intention. This study is meaningful to academia by offering insights into the relationship between consumers’ behavior and nutritional information in the context of restaurants and is beneficial to the restaurant industry by offering implications for establishing marketing strategies to improve consumers’ perceptions of menu items.     

Factors Affecting Malaysian Household Purchase Decisions of Food-Away-from-Home

Abstract

The dichotomous-choice Logit model is applied on data from the Malaysian Household Expenditure Survey (1998/99) to examine household purchase decisions of food-away-from-home (FAFH). Results indicate that younger, higher educated, wealthier, smaller-sized families, urban residents, or Malay and Chinese households have a significantly higher likelihood to purchase FAFH, ceteris paribus. In addition, gender does not impact FAFH purchase decisions in a statistically significant manner. Based on these findings, several observations are noted to provide policymakers and food industry analysts with a better understanding of the habits and attitudes of Malaysian households visa-vis FAFH.     

Food-away-from-home plate waste in China: Preference for variety and quantity

China is observing a rapid increase of food-away-from-home (FAFH) plate waste along with economic growth. Food waste reduces food use efficiency, exerts pressure on environment and resources, and threatens national food security. This study analyzes the impact of consumers’ preference for variety and restaurants’ dish portions on FAFH plate waste using a survey data from 170 restaurants in Beijing and Lhasa. The primary findings are that higher food variety leads to less plate waste and bigger portion size results in more plate waste. We also observe that increases in consumers’ income lead to more plate waste. Moreover, the Chinese Face-culture plays a significant role on consumers’ plate waste. Serving dishes with suitable portions in restaurants should be incentivized to help reduce both the amount and rate of plate waste. Our results can suggest relevant policy tools to nudge people in forming sustainable consumption behavior and provide valuable implications for reducing food waste and improving food security in China.     

What nutrition label to use in a catering environment? A discrete choice experiment

Worksite and university canteens are increasingly used for daily main meal consumption. Following the use of front-of-pack nutrition labels on pre-packed foods, the provision of easily accessible nutrition information on foods prepared and consumed out of home is a highly topical policy issue with the potential to help consumers making better informed and more healthy food choices when eating out. Information that is presented in a format preferred by the target group is more likely to be used. A sample of 1725 university canteen users participated in a web-based choice experiment designed to identify and understand individual preferences for alternative nutrition labels on canteen meals. Participants valued the presence of nutrition labels on canteen meals and showed a preference for more detailed formats. Ability and motivation to process information as well as socio-demographics explained differences in label preferences. Observed decreasing marginal utility from combinations of two simple label formats as well as from combinations of two detailed formats, signalled information insufficiency versus information overload, respectively. In order to satisfy most canteen users’ information needs, a nutrition label that contains basic Guideline Daily Amount (GDA)-type of numerical information in combination with familiar visual aids like stars and colour codes is proposed to be used in university canteens.     

Changing household characteristics and the away-from-home food market: a censored equation system approach

The American consumer is obtaining more-and-more of his or her food at a restaurant, and that worries some people concerned with the Nation’s dietary health. To date, much of this concern seems to be directed at the fast food segment of the restaurant industry. This paper asks whether targeting one segment of the industry, such as fast food restaurants, is justified, or whether a more balanced view of eating away from home is required. To answer this question, we look to the future and ask whether Americans can be expected to purchase increasingly more fast food or more-and-more of the foods typically associated with full-service dining. One view is that sales at full-service restaurants will now grow relatively faster than sales of fast food. The argument supporting this position rests on rising incomes, the aging of the population, smaller household sizes, and other changes taking place in the population. Using a new full-information maximum likelihood procedure for estimating a system of censored expenditure equations, we find evidence to support this argument.