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• 영문명: Customers’ Intention to Engage in Healthy Eating Behavior in Fast-food Restaurants: Applying Theory of Planned Behavior to U.S. Customers
• 발행기관: 관광경영학회
• 저자명: 이상탁
• 간행물 정보: 『관광경영연구』제24권 제3호, 587~605쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.05.31

영문 초록

People’s health condition is closely related to their eating behavior. Therefore, the purpose of this study is to understand customers’ willingness to select healthy menu items in fast-food restaurants, using the theory of planned behavior. Also, this study try to figure out how customers’ nutrition knowledge influences their menu choices at the restaurants. Sample were collected through an online survey company and analyzed by multiple regression method. The results showed that attitude toward healthy eating behavior, subjective norm, and nutrition knowledge positively influenced intention to eat healthy menu items in fast-food restaurants while perceived behavioral control was negatively related. These results may suggest some practical implications not only for the restaurant industry to develop marketing strategy but also for the government to create an educational campaign for improving public health.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결 론

참고문헌

키워드

Theory of Planned Behavior Nutrition Knowledge Healthy Menu Selection Fast-food Restaurants