The Impact of Nutrition Labelling on Customer Buying Intention and Behaviours in Fast Food Operations: Some Implications for Public Health
Abstract
:1. Introduction
2. Review of the Literature
2.1. Using Nutrition Labelling in Restaurants
2.2. The Research Conceptual Model
3. Methodology
3.1. Data Collection
3.2. The Research Questionnaire
3.3. Data Analysis Methods
4. Results
4.1. Demographic Data Analysis
4.2. Confirmatory Factor Analysis
4.3. Structural Equation Modelling Results
5. Discussion and Implications
6. Conclusions
7. Limitations of the Study and Further Research Opportunities
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Profile | Freq. | % | |
---|---|---|---|
Age | Under 21 Years | 50 | 12.3 |
From 21 to under 30 Years | 276 | 67.6 | |
From 30 to under 40 Years | 70 | 17.2 | |
From 40 to under 50 Years | 12 | 2.9 | |
50 Years and Over | 0 | 0 | |
Gender | Male | 201 | 49.2 |
Female | 207 | 50.8 | |
Level of Education | Secondary School Diploma or less | 6 | 1.5 |
Bachelor’s Degree | 272 | 66.6 | |
Master’s Degree | 88 | 21.6 | |
Doctoral Degree or Equivalent | 42 | 10.3 | |
Other | 0 | 0 | |
Diet Status | Not on special diet | 292 | 71.6 |
On special diet | 58 | 14.2 | |
Low fat | 28 | 6.8 | |
Low sodium | 0 | 0 | |
Low calorie | 24 | 5.9 | |
Vegetarian | 6 | 1.5 | |
Others | 0 | 0 |
Abrev. | Item | Min | Max | M | SD | Skewness | Kurtosis |
---|---|---|---|---|---|---|---|
Attitude | |||||||
AT1 | Using nutrition labelling is an advantageous action. | 1 | 5 | 4.06 | 0.896 | −0.811 | 0.365 |
AT2 | Using nutrition labelling is a wise action. | 2 | 5 | 4.11 | 0.865 | −0.604 | −0.507 |
AT3 | Using nutrition labelling is a pleasant action. | 2 | 5 | 4.18 | 0.907 | −0.881 | −0.105 |
AT4 | Using nutrition labelling is an attractive action. | 1 | 5 | 3.99 | 0.968 | −0.775 | −0.037 |
Subjective Norms | |||||||
S1 | People who are important to me think I should choose a nutrition-labelled item when eating out. | 2 | 5 | 4.31 | 0.783 | −0.856 | −0.078 |
S2 | Most people who are important to me would want me to choose a nutrition-labelled menu item when eating out. | 1 | 5 | 3.99 | 0.968 | −0.775 | −0.037 |
S3 | People whose opinions I value would prefer me to choose a nutrition-labelled item when eating out. | 2 | 5 | 4.20 | 0.818 | −0.746 | −0.155 |
Perceived Behavioural Control | |||||||
PB1 | I am confident that if I want, I can choose a nutrition-labelled item when eating out. | 2 | 5 | 4.18 | 0.820 | −0.548 | −0.723 |
PB2 | I am capable of choosing a nutrition-labelled item when eating out. | 2 | 5 | 4.31 | 0.783 | −0.856 | −0.078 |
PB3 | I have enough resources (money) to choose a nutrition-labelled item when eating out. | 2 | 5 | 4.11 | 0.847 | −0.568 | −0.536 |
PB4 | I have enough time to choose a nutrition-labelled item when eating out. | 2 | 5 | 4.03 | 0.826 | −0.444 | −0.533 |
Intention to Buy | |||||||
C1 | I am planning to choose a nutrition-labelled menu item when eating out in the future. | 2 | 5 | 4.07 | 0.837 | −0.410 | −0.816 |
C2 | I intend to choose a nutrition-labelled menu item when eating out in the future. | 2 | 5 | 4.18 | 0.820 | −0.548 | −0.723 |
C3 | I will expend effort on choosing a nutrition-labelled menu item when eating out in the future. | 2 | 5 | 4.31 | 0.783 | −0.856 | −0.078 |
Intention to Visit | |||||||
V1 | I am planning to visit a restaurant featuring nutrition labelling in the future. | 2 | 5 | 4.11 | 0.847 | −0.568 | −0.536 |
V2 | I intend to visit a restaurant featuring nutrition labelling in the future. | 1 | 5 | 4.06 | 0.896 | −0.811 | 0.365 |
V3 | I will expend effort on visiting a restaurant featuring nutrition labelling in the future. | 2 | 5 | 4.11 | 0.865 | −0.604 | −0.507 |
Intention to Recommend | |||||||
R1 | I am planning to recommend a restaurant featuring nutrition labelling when someone asks me about eating out in the future. | 2 | 5 | 4.18 | 0.907 | −0.881 | −0.105 |
R2 | I intend to recommend a restaurant featuring nutrition labelling when someone asks me for eating out in the future. | 1 | 5 | 3.99 | 0.968 | −0.775 | −0.037 |
R3 | I will expend effort on persuading everybody who asks me about eating out to visit a restaurant featuring nutrition labelling in the future. | 2 | 5 | 4.18 | 0.820 | −0.548 | −0.723 |
Factors and items | FL | CR | AVE * | MSV ** | ASV *** |
---|---|---|---|---|---|
Attitude | 0.880 | 0.648 | 0.402 | 0.389 | |
| 0.861 | ||||
| 0.850 | ||||
| 0.814 | ||||
| 0.862 | ||||
Subjective Norms | 0.900 | 0.751 | 0.650 | 0.624 | |
| 0.878 | ||||
| 0.842 | ||||
| 0.879 | ||||
Perceived Behavioural Control | 0.858 | 0.603 | 0.538 | 0.480 | |
| 0.721 | ||||
| 0.761 | ||||
| 0.812 | ||||
| 0.806 | ||||
Intention to Buy | 0.782 | 0.545 | 0.306 | 0.298 | |
| 0.701 | ||||
| 0.772 | ||||
| 0.740 | ||||
Intention to Visit | 0.882 | 0.714 | 0.193 | 0.147 | |
| 0.832 | ||||
| 0.851 | ||||
| 0.852 | ||||
Intention to Recommend | 0.862 | 0.682 | 0.205 | 0.202 | |
| 0.724 | ||||
| 0.727 | ||||
| 0.996 |
Factors | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|
1-Attitude | 0.805 * | |||||
2-Subjective Norms | 0.480 | 0.867 * | ||||
3-Perceived Behavioural Control | 0.056 | 0.528 | 0.776 * | |||
4-Intention to Buy | 0.168 | 0.668 | 0.683 | 0.738 * | ||
5-Intention to Visit | 0.798 | 0.375 | 0.413 | 0.396 | 0.850 * | |
6-Intention to Recommend | 0.767 | 0.664 | 0.335 | 0.445 | 0.555 | 0.825 * |
Hypotheses | β | C-R T-Value | Results | ||
---|---|---|---|---|---|
H1- Attitude | → | Intention to buy | NS | 0.022 | Not supported |
H2- Subjective norms | → | Intention to buy | 0.201 *** | 23,081 | Supported |
H3- Perceived behavioural control | → | Intention to buy | 0.297 *** | 13,481 | Supported |
H4- Intention to buy | → | Intention to visit | 0.411 *** | 5493 | Supported |
H5- Intention to buy | → | Intention to recommend | 0.453 *** | 6325 | Supported |
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Sobaih, A.E.E.; Abdelaziz, A.S. The Impact of Nutrition Labelling on Customer Buying Intention and Behaviours in Fast Food Operations: Some Implications for Public Health. Int. J. Environ. Res. Public Health 2022, 19, 7122. https://doi.org/10.3390/ijerph19127122
Sobaih AEE, Abdelaziz AS. The Impact of Nutrition Labelling on Customer Buying Intention and Behaviours in Fast Food Operations: Some Implications for Public Health. International Journal of Environmental Research and Public Health. 2022; 19(12):7122. https://doi.org/10.3390/ijerph19127122
Chicago/Turabian StyleSobaih, Abu Elnasr E., and Ahmed Sh. Abdelaziz. 2022. "The Impact of Nutrition Labelling on Customer Buying Intention and Behaviours in Fast Food Operations: Some Implications for Public Health" International Journal of Environmental Research and Public Health 19, no. 12: 7122. https://doi.org/10.3390/ijerph19127122