e-ISSN 2231-8542
ISSN 1511-3701

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Nutritional Menu of Eatery Make Consumer Able to Select Healthy Food

Muhammad Zeeshan Zafar, Noor Azmi Hashim and Fairol Halim

Pertanika Journal of Tropical Agricultural Science, Volume 27, Issue 4, December 2019

Keywords: Attitude towards nutritional menu, health claims, personality traits and intention, traffic lights label

Published on: 18 December 2019

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.

ISSN 1511-3701

e-ISSN 2231-8542

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