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This study seeks to determine how knowledge about healthy food impacts its perceived value, satisfaction, and behavioral intention among college students to access healthy foods, and to investigate the moderating effect of gender on the formulated relationships. The results show that knowledge about healthy food positively influences perceived valu...
Contexts in source publication
Context 1
... on a previous study ( Kwan et al., 2010), the current study provided a definition of healthy foods at the begging of the survey as 'a menu item with an increased nutritional value or decreased health risk attributed to a change of food ingredients or cooking methods.' Measurement of all items used a 7-point Likert-type scale (where 1 = strongly disagree and 7 = strongly agree) for items: 'Please indicate your level of agreement with the following statement' (see Table 1) and modification of items fit the context of healthy foods in foodservice. Assessment of knowl- edge about healthy foods used three items based on the study by Dodd and colleagues (2005) and Shepherd and Towler (1992). ...
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Citations
... Consumers understand that consuming healthy foods can help them maintain wellness without using medications. Thus, the benefits of maintaining health and well-being from consuming functional foods have increased consumers' intentions to consume such foods (Lee et al., 2018). Research by Hwang & Lorenzen (2008) shows that restaurant customers currently exhibit the most positive attitudes towards low-calorie items and are willing to pay more when menus provide nutrition information. ...
... The results demonstrated that knowledge of organic food (β = 0.379***), belief in organic food (β = 0.393***), and the safety of organic food (β = 0.231***) significantly influenced consumer dining behaviour. The findings confirmed that knowledge is a critical element directly affecting personal eating habits (Lee et al., 2018;Marzuki et al., 2012) and behavioural intentions towards healthy foods (Khanal, 2020;Laureti and Benedetti, 2018). Similarly, other researchers also postulate that consumer belief about organic food benefits, lifestyle, and habits influence and attract them to visit and dine in organic restaurants Rani et al., 2018;Rodríguez-Bermúdez, 2020;Zagata, 2012). ...
... This suggests that a person's beliefs may have a greater impact than their gender [36,45]. This concept was specifically demonstrated by Lee et al. who found that gender had no effect on the mediating factors of nutrition knowledge and perceived value of healthy food on behavioural intentions [46]. As suggested by many behaviour change theories, perceived knowledge and beliefs act as internal motivators for food-related behaviours [38]. ...
... Respondents who rated their nutritional quality of diet and nutrition knowledge higher ate significantly fewer pre-prepared and more homeprepared meals, compared with those with lower scores. These results are supported by another study which demonstrated that nutrition knowledge positively influenced perceived value of healthy foods (β = 0.57); similarly, nutrition knowledge positively influenced behavioural intentions to eat healthy food (β = 0.30) [46]. Thus, it might be that having nutrition knowledge causes one to value the development of food skills as a necessary step in healthier eating. ...
This study determined predictors of food skills in Canadian gym members. A random sample of gym members were invited to complete a validated Food Skills Questionnaire with supplementary questions. All questions/variables significantly associated (p < 0.05) and fair-to-moderately correlated (r ≥ 0.40) with Total Food Skills (TFSs) were analyzed by multiple regression. The respondents’ (n = 576) mean ± SD age was 41.3 ± 14.8 years, with 67.3% females and 13.2% students. The mean TFSs score was 77.1 ± 11.9 (maximum 100). Females reported higher TFSs than males; however, this did not remain significant when nutrition-related beliefs were considered. Increasing age, taking a nutrition/cooking course, teen meal preparation, primary cook, time preparing weekend meals, believing that preparing healthy food is important, and self-reported nutritional quality of diet and nutrition knowledge were positively associated with TFSs (p < 0.05). Purchasing food/beverages from convenience stores, buying pre-prepared dinners, and being a student were negatively associated with TFSs (p < 0.05). The strongest predictors of TFSs were self-reported nutrition knowledge and nutritional quality of diet. The adjusted R2 increased by 0.30 when food-related experiences/behaviours and nutrition-related beliefs were included in the final model, which accounted for 50% of the variance in TFSs. Food experiences/behaviours and nutrition beliefs, which are associated with food skills, are potential intermediary targets for programs and/or research to improve food skills.
... The motivation for focusing on this theoretical view was to respond to an issue raised by previous research in the post-consumption evaluation of healthy food due to a lack of research connecting experience and post-consumption evaluation, such as customer co-creation and multi-group analysis (e.g., firsttime and repurchase consumers). This is contrary to existing empirical studies that portray customer experience as an effective factor in enhancing customer satisfaction and loyalty (e.g., Lee S. M. et al., 2018;Chang et al., 2021). ...
Introduction
The eating behavior of consumers throughout the world is changing rapidly due to increasing recognition of healthy food consumption. This study attempted to examine the role of perceived experience consumption responses in the context of healthy food consumption. In archiving the objectives of the study, this research investigates the relationship among the perception of customer sensory experience, customer co-creation, and customer loyalty (e.g., spreading positive word of mouth and recommending the food) of KKU1 premium chicken. This study also examines the moderating role of health consciousness in consumers' decision-making processes.
Methods
A purposive sampling survey of 487 customers who had consumed healthy chicken meat products, namely, KKU1 premium chicken in Thailand were collected. Multi-group analyses of the consumption experience (e.g., first-time and repurchase consumers) were examined. A structural equation model (SEM) was used to test the proposed hypotheses.
Results
The study found that customer co-creation has a significant positive effect on customer loyalty. In addition, the relationship between customer sensory experience and customer co-creation was moderated by health consciousness. This suggests that sensory experiences and health conscious customers are more prone to indulge in co-creation behavior. Moreover, there are different levels of customer co-creation behavior and loyalty among different prior consumption experiences.
Discussion
Based on these findings, including the contingency role of health consciousness in consumers' decision-making processes can be more effectiveness. These findings can provide an important reference for the producer of a healthy food-marketing strategy.
... • 'Information sources' (H-SOURCES) (representing the construct of 'cues to action': Roden, 2004) that could stimulate decision-making processes leading to healthy behaviours. • 'Healthy lifestyle' (H-LIFESTYLE) and 'satisfaction' (H-SAT) as additional variables that could be relevant to the food choices of Gen-Z (Badger et al., 2019;Lee et al., 2018). ...
... Knowledge about food, indeed, positively influences one's perception of selfconfidence about healthy eating and the adoption of a reduced-fat diet (Grainger et al., 2007). Previous research on young adults, especially the student population (Coulson, 2000;Lee et al., 2018;Sakamaki et al., 2005), found that consumers were inclined to prefer a healthier product if they were familiar with it. Indeed, that insufficient knowledge about healthy nutrition tends to determine inappropriate eating behaviours, while high nutrition knowledge usually results in healthier eating habits, such as fruits, cereals and dairy products intakes (Hartman et al., 2013;Sogari et al., 2018;Yahia et al., 2016)). ...
... In the context of genetically modified food, Laux et al., (2010) empirically demonstrated that young adults who were uncertain concerning their knowledge of such foods were more likely to perceive their disadvantages in terms of safety level. Recent findings of Lee et al. (2018) further indicated that healthy food knowledge of college students was in alignment with their perception of healthy foods benefits, which resulted in higher willingness to spend time and money to consume them. The above evidences were considered to develop the following hypothesis: ...
This study investigates the perceptions, determinants, and behavioural intentions regarding healthy food choices of Italian people belonging to Gen-Z. By adopting the Health Belief Model (HBM), it combines into an overall framework perceptual (perceived benefits and barriers, perceived notion of healthy food), personal (healthy lifestyle, individual knowledge about healthy food), and emotional motives (satisfaction with healthy food) and investigates their mutual interactions. Moreover, since emotions are key elements in the decision-making process, the study analyses whether and how satisfaction can act as a mediator on the relationships between behavioural intention and the other antecedents, thus conditioning their occurrence. A quantitative survey based on 297 Gen-Z members, aged between 18 and 24 years, has been conducted. Data analysis uses structural equation modelling (SEM) based on partial least square (PLS) approach, to perform reliability and validity checks of the model and to test the relationships among variables. Before PLS-SEM, an exploratory factor analysis (EFA) is also performed to preliminarily investigate potential sub-groups of items, thus providing a deeper comprehension of the phenomenon. The findings indicate that perceived benefits, healthy lifestyle, healthy food knowledge and satisfaction are direct antecedents of behavioural intention. Different information sources improve knowledge, while healthy food perception and healthy food barriers are positively related to satisfaction. The mediating role of satisfaction emerges prominently, suggesting that the health decision making of Gen-Z is a complex cognitive process resulting from a mix of both rational and emotional forces. Implications for theory and practice are discussed, providing recommendations for improving people of Gen-Z satisfaction with healthy foods and increasing their overall intention to buy and consume them.
... Jalil, Fikry, and Zainuddin (2016) reflected on the relationship between perceived brand value, brand satisfaction and repurchase intention in the context of store atmospherics, proposing that satisfaction is a potential mediator of the relationship between behavioral intention and perceived brand value. Lee, Jin, and Kim (2018) confirmed that consumer satisfaction mediates the effect of perceived healthy food value on behavioral intention and considered gender a moderator of that mediation. In addition, Mencarelli and Lombart (2017) found that the mediated effect of perceived hedonic value on repurchasing behavior was stronger for men compared to women. ...
Background
Behavioral sustenance is one of the main outcomes of social marketing programs to address health issues, such as HIV and AIDS prevention. However, academic research into consistent condom use is interestingly sparse, particularly in South Africa, the country with the highest HIV-infected population in the world. Young adults are particularly vulnerable because they often engage in unprotected sex.
Focus of the Article
This study explores the factors driving consistent condom use intention with theoretical considerations in the expectation confirmation theory. The study investigates whether factors within the condom product category such as brand satisfaction and brand value enhance or weaken the effect of met/unmet brand expectations on consistent condom use intention of young adults. It further tests whether this potential enhanced or weakened effect significantly differs between male and female condom users.
Research Questions
Does dis/confirmation influence consistent condom use in the presence of brand satisfaction and brand value or not? Does gender moderate the mediations found in the expectation confirmation model?
Importance to the Social Marketing Field
From a theoretical perspective, the study expands the expectancy confirmation theory by focusing on the indirect effects of dis/confirmation on continuance intention. The study also tests the mediated moderating role of gender.
Methods
The study was descriptive in nature and a quantitative survey was used to obtain data from 724 young adults in South Africa. Quota sampling was applied to select respondents. Finally, the structural equation modelling technique was used to assess the measurement and structural models.
Results
Findings indicate that perceived brand value determines consistent condom use intention. The mediating role of perceived brand value on the relationship between dis/confirmation and consistent condom use intention was more pronounced among males compared to females. Dis/confirmation and perceived brand value were significant determinants of condom brand satisfaction. However, the influence of brand satisfaction on consistent condom use intention was not supported.
Recommendations for Research or Practice
The concept of consistent condom use should be integrated in the brand message. A segmented approach based on gender should be used by condom companies to promote their products to young adults. These companies should provide condoms that meet the expectations of male and female young adult consumers as two different market segments.
Limitations
Only one province was investigated in South Africa. Social desirability bias was not controlled.
... On the one hand, macro studies show the relationship between satisfaction and the environment and reveal that different factors will have positive or negative effects on satisfaction. To illustrate this, Joung et al. investigated home-delivered-meals program in the relationship among service quality, satisfaction, and behavioral intention [59]; Lee et al. studied the effect of healthy food knowledge from the perspective of healthy foods' value, degree of satisfaction, and behavioral intention [60]; Hu et al., from the view of customers' expectations of hotels, studied the difference in the impact of attributes on satisfaction and re-sponsorship [61]. On the other hand, micro studies rely on customer feedback and communication, and they investigate the satisfaction model composed of influencing factors of satisfaction. ...
In order to investigate the key attributes of casino hotel customer eWOM and their structural relationships, this study selects two casino hotels located in Las Vegas and Macao. Through big data analytics, online reviews of two casino hotels from Google Travel were utilized. The frequency and CONCOR analyses showed the top 50 high-frequency words for each hotel and divided them into groups. The results of the factor analysis and linear regression analysis show that four factors, namely “Physical Environment”, “Entertainment”, “Experience”, and “Amenity”, in Las Vegas have a significant impact on customer satisfaction, while two factors, namely “Value” and “Physical Environment”, do in Macao. Through the results, the study points out the general characteristics affecting customer satisfaction of casino hotels, as well as the distinctions in influencing factors of their customer satisfaction in different source markets.
... Path coefficient shows that an increase of 1 unit in healthy food knowledge increases 0.256 increase in customer satisfaction keeping other variables constant. Again these findings are inconsistent with previously undertook study by (Lee et al., 2018) that showed insignificant relationship between these two constructs.Fifth hypothesis stated that positive and significant association exists between healthy food knowledge and revisit intentions of the fast food consumers. This hypothesis was also supported as seen from 0.040p value and 2.052 t value. ...
... This hypothesis was also supported as seen from 0.040p value and 2.052 t value. Outcomes of this study are not in line with results of (Lee et al., 2018). ...
... Path coefficient shows that an increase of 1 unit in perceived value increases 0.181increase in customer satisfaction keeping other variables constant. Findings of this study are consistent with (Lee et al., 2018;. Seventh hypothesis says that perceived has a positive and significant impact on revisit intentions of the fast food customers. ...
Sustaining customer satisfaction and revisit intentions of the fast food restaurants has become crucial problem for survival in this intense competition. Therefore, this study addressed this problem by conducting this research to investigate the factors effecting customer satisfaction and revisit intentions of the fast food customers in the city of Faisalabad. This study also filled the theoretical gap in the literature by considering Dinex, healthy food knowledge, perceived value's effect on revisit intentions through mediation of customer satisfaction. For this purpose, quantitative approach was used, and self-administrated questionnaire was provided to the customers of the fast food restaurants in Faisalabad who have at least visited them twice. Sampling technique used for this study was convenient due to the difficulty in finding appropriate sample. 220 of sample size was used after removing inappropriate and unfilled 166 responses. Partial Least Square Structural Equation Modeling (PLS-SEM) was employed through Smart PLS software. Measurement model ensured the validity and reliability of the constructs. Total seven direct and three indirect hypotheses were proposed in the study. Structural model examined the hypothesis testing and its significance. Findings of the study showed that all direct relationships were positive and significant except effect of healthy food knowledge on revisit intentions. Mediation effects of Dinex, healthy food knowledge, perceived value was significant through customer satisfaction on revisit intentions. Implications of the study includes use of this study for enhancing customer satisfaction and revisit intentions of the customers to gain competitive advantage.
... The underlying argument for that gender differences provides different decision-making processes. Moreover, gender difference identification is one important personal characteristic for understanding customers' behavior in the foodservice industry (Lee et al., 2018). Evidence suggests that gender differences also exist in relation to attitudes toward food choices, women are more likely to worry about the foods they eat differently than men (Chambers et al., 2008). ...
The negative relationship between consumers and brands in this case brand hate is an interesting topic to research and needs to be investigated further. This study aims to examine the relationship between actual self, ideal self, symbolic incongruity to brand hate traditional foods in Indonesia. It also aims to explain the role of gender in moderating the relationship between these variables. This study used a quantitative method, in which consumers’ restaurant traditional in Surakarta were surveyed in an online questionnaire. The sample used for analysis in the study consisted of 152 respondents. The Multi Group Structural Equation Model was used to test the hypothesis. The results indicate that actual self has a significantly negative effect on symbolic incongruity. Ideal self has a significantly positive effect symbolic incongruity. Symbolic incongruity has a significant and positive effect on brand hate. Moreover, gender significantly moderates these impacts. Finally, this study explains the implications associated with theoretical aspects and practical aspects, and also points out the limitations of this study as opportunities for further research.
... CS can be defined as an evaluation of what the customers have experienced (Park & Kim, 2016). Understanding what customers expect from a service industry is significant in order to provide a standard of comparison with their expectation (Lee, Jin, & Kim, 2018). Meanwhile, service quality can be defined as a overall impression of the relative efficiency of the organization (Kim, Lee, Lee, Joung, & Yuan, 2012). ...
The purpose of this study is to compare the differences between Hilton hotels in South Korea and U.S.A. through online customer reviews. Two individual keywords "Ananti Hilton" (South Korea) and "Roosevelt New Orleans Waldorf Astoria Resort" (U.S.A.) were used to collect online review data from Google Travel. Total 6,102 reviews were collected using SCTM 3.0 which is web crawling program developed by Wellness & Tourism Big Data Research Institute at Kyungsung University. Text mining, semantic network analysis, factor analysis and regression analysis were performed to explore the meaningful information from reviews. As a result, words like "Room", "Service", "Staff", related to hotel customers experience showed high frequencies. In addition, different factors of two hotels ("Facility", "Service" and "Value" for South Korea, "Service" and "Value" for U.S.A) were examined to see the impact on customer satisfaction. This study provided theoretical implications related to the use of online reviews, and presented practical implications to hotel managers to increase customer satisfaction. In addition, this study showed limitations in interpreting the results and provided suggestions for future studies.
