Examining the healthy food consumption in full-service restaurants: quality or non-quality cues?

The purpose of this research was to examine drivers of perceived value and healthy food consumption within the context of full-service dining restaurant patronage. Specifically, this study examines the influence of quality and non-quality cues on perceived value and the impact of perceived value on postconsumption experience. The model was tested using data collected from a sample of full-service restaurant patrons residing in the United States. Results of a structural equation analysis revealed that restaurant quality cues induce patrons’ perceived value in healthy food consumption. Regarding non-restaurant quality cues, patrons’ health concerns have an impact on perceived value; however the impact of peer pressure and mass media on perceived value did not show significant impact. Data analysis also showed that both perceived value and satisfaction are significant predictors of behavioral intensions. Interpretations of these findings are limited to the full-service restaurant segment and may not be generalized across sectors. The academic and managerial implications of these findings are considered.