PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

The present study has investigated consumers’ intention towards the selection of healthy food with nutritional information menu. Traffic lights symbols and health claims were used to inform consumer regarding nutritional information. With these two variables consumer attitude was taken as mediator to develop relation with consumer intention for healthy food selection. Big five personality traits were involved because likes and dislikes of food most often reflect individual’s personality characteristics. The sample size was 948. For analysis structural equation modeling was used. Result revealed that health claims better impact on the respondent to consult nutritional menu at the time of placing an order in restaurants. Whereas traffic lights symbols though have a positive and significant effect but less than the influence of health claims. There were only two personality traits which were moderated, conscientiousness and agreeableness. The outcome of the study indicated that full-service restaurants should focus on designing precise, effective and informative nutritional menu for nutritional awareness of consumers.