The Influence of Type of Menu Labeling on Consumers’ Fast Food Selection and Evaluation

다국어 초록 (Multilingual Abstract)

Menu labeling has been proposed as a policy tool to promote the selection of healthy items. Nonetheless, previous research has reported mixed findings of their effectiveness. Therefore, the objective of this study was to identify which type of nutritional information and format of menu labeling has more influence on college students’ fast food selection, evaluation, and feeling of conflict. Moreover, this study aimed to evaluate how consumers’ self-control and health consciousness moderate the relationship between different types of menu labeling and consumers’ food behavior. Participants selected a menu item from different types of menu. In study 1, they were randomly assigned to one of the four menus: 1) no calorie information, 2) calorie information, 3) calorie + fat information, and 4) calorie + exercise information. In study 2, they were randomly assigned to one of the four menus: 1) fat information, 2) exercise information, 3) traffic light symbols, and 4) exercise icons. Results showed that in study 1, participants selected fewer calories in the menus with calorie and calorie + fat information. In study 2, participants selected fewer calories and had higher feeling of conflict in the menu with visual format (traffic light symbols). Moreover, self-control and health consciousness moderated significantly the relationship between the type of menu labeling and consumers’ food selection. In conclusion, the provision of nutritional information on fast food menus influenced consumers’ fast food selection, feeling of conflict, and product evaluation.

목차 (Table of Contents)

• 1. Introduction 1
• 1.1 Background of the Study 1
• 1.2 Statement of the Problem 3
• 1.3 Purpose of the Study 5
• 1.4 Significance of the Study 6
• 2. Literature Review 8
• 2.1. Decision-making Process 8
• 2.2. Fast Food Consumption in College Students 13
• 2.3. Menu Labeling 15
• 2.3.1. The Effect of Menu Labeling on Consumers Food Choices 15
• 2.3.2. Types of Nutritional Information and Formats of Menu Labeling 16
• 2.3.3. The Influence of Menu Labeling with Traffic Light Symbols on Consumers Food Choices 17
• 2.3.4. The Effect of Menu Labeling with Exercise Information on Consumers Food Choices 19
• 2.3.5. The Impact of Providing Nutritional Information on Restaurant Menus on Consumers Product Evaluation 20
• 2.3.6. The Influence of Calorie Information Disclosure on Consumers Feeling of Conflict 22
• 2.3.7. The Impact of Consumers Characteristics on Information Processing 24
• 2.3.8. The Effect of Calorie Information Disclosure on Consumers Self-control 24
• 2.3.9. The Relationship between Health Consciousness and Consumers Food Choices 26
• 3. Research Model & Hypotheses Development 28
• 3.1. Research Questions 28
• 3.2. Conceptual Framework of the Study 28
• 3.3. Hypotheses Development 29
• 3.4. Research Model of the Study 30
• 4. Methodology 32
• 4.1. Experimental Design 32
• 4.2. Sample Selection and Data Collection 33
• 4.3. Procedure 34
• 4.4. Measurement of Variables 34
• 4.5. Statistical Analysis 37
• 5. Results 38
• 5.1. Sample 38
• 5.2. Characteristics of Study Participants 38
• 5.3. Reliability Analysis 41
• 5.4. Study 1 41
• 5.5. Study 2 67
• 5.6. Further Analysis 77
• 5.7 Summary of Hypotheses 78
• 6. Discussion 79
• 6.1 Major Findings and Discussion 79
• 6.2 Conclusions 83
• 6.3 Implications of the Study 85
• 6.4 Limitations and Future Research 87
• References 88
• Appendices 105