Health consciousness, menu information, and consumers’ purchase intentions: An empirical investigation

In response to increasing obesity rates among Americans, foodservice operations are doing their part by helping consumers make wiser choices by providing nutritional information on menus and offering healthy and low-density menu offerings. The current study examines the relational effects of consumer health consciousness and perception of restaurant menu information on behavioral intentions, perception of food quality, and purchase decisions. Results showed that health consciousness was a significant predictor of behavioral intentions and purchase decisions, and perception of menu information had a positive effect on behavioral intentions and perception of food quality. Industry implications and future research opportunities are also discussed.