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The role of perceived corporate social responsibility on providing healthful foods and nutrition information with health-consciousness as a moderator |
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| Affiliation: | 1. Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, TN 37996, United States;2. School of Hospitality Management, Pennsylvania State University, University Park, PA 16802, United States;1. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, 900 W. State Street, West Lafayette, IN 47907, USA;2. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, Room 245, 900 W. State Street, West Lafayette, IN 47907, USA;1. School of Business, Jiangnan University, China;2. School of Management, Harbin Institute of Technology, China;3. School of Business, East China University of Science and Technology, China;4. Business School, Nankai University, China;1. School of Tourism Management, Sun Yat-sen University, China;2. Hospitality Management, Kent State University, USA;3. School of Hospitality Management, The Pennsylvania State University, USA;4. College of Hotel and Tourism Management, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul 130-701, South Korea;1. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, United States;2. School of Travel Industry Management, University of Hawaii at Manoa, 2560 Campus Road Honolulu, HI 96822, United States;3. Department of Apparel, Events, and Hospitality Management at Iowa State University, 9E MacKay Hall, Ames, IA 50011, United States |
| Abstract: | As customers become more health conscious and governments create legislation requiring restaurants to provide nutrition information, the restaurant industry can no longer ignore demands for healthful eating environments. This study considers providing healthful food options and nutrition information as strategies for creating healthful eating environments at restaurants, and aims to develop a theoretical explanation of consumer reactions to such actions that incorporates perceived corporate social responsibility. Data were collected using a between-subjects experimental design with scenarios. The results show that customers perceive restaurants to be socially responsible when they are provided with healthful foods and nutrition information; highly health-conscious customers react more strongly to provision of healthful foods than their counterparts. Consequently, customers have favorable attitude toward and high willingness to visit restaurants providing healthful foods and nutrition information. Restaurateurs should consider taking such initiatives to entice more customers and develop a socially responsible image. |
| Keywords: | Healthful foods Nutrition information Perceived corporate social responsibility Willingness to select restaurants Health-consciousness |
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