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Abstract ▼ AI-Helper

The aims of this study is to investigate consumers" purchase behavior toward healthy menu items at a fast food restaurant. A total of 417 samples was collected through online survey. Exploratory factor analysis, reliability analysis, and multiple regression analysis were conducted for the data ana...

The aims of this study is to investigate consumers" purchase behavior toward healthy menu items at a fast food restaurant. A total of 417 samples was collected through online survey. Exploratory factor analysis, reliability analysis, and multiple regression analysis were conducted for the data analysis using statistical package SPSS WIN 18.0. The results of this research display that appearance consciousness has significant effects on both consumers" attitude and purchase intention toward healthy menu items at a fast food restaurant. On the other hand, health consciousness only influences positive attitude toward buying healthy menu items at a fast food restaurant. In addition, the findings reveal that attitude significantly predicts consumers" purchase intention for healthy menus at a fast food restaurant. Therefore, marketers can develop effective marketing strategies for their healthy menu items by understanding of consumers" eating behavior based on the results of this study.

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