Customers' Use of Menu Labeling in Restaurants and Their Perceptions of Menu Labeling Attributes

ABSTRACT

The purpose of this study was to examine restaurant customers' use of menu labeling and their perception of menu labeling attributes. Further, the study investigated relations of menu labeling use behavior, and perception of menu labeling attributes with behavioral intentions toward menu labeling. Using a self-administered survey conducted for 2 weeks from the 2nd week of October, 2015, data were collected from restaurant customers who were exposed to menu labeling over 3 months at the time of the survey. A total of 426 respondents completed the survey. Respondents were asked about use of menu labeling, usefulness, ease of understanding, accuracy, and demographic information. There was a difference in menu labeling use behavior according to age, whereas respondents aged 50 years or over showed significantly higher use of menu labeling than those in 20s (P<0.001). Perceptions of menu labeling attributes positively affected behavioral intentions towards menu labeling. While all three menu labeling attributes, ‘usefulness’, ‘ease of understanding’, and ‘accuracy’, were positive factors for behavioral intentions towards menu labeling, usefulness was the biggest attribute explaining behavioral intentions (P<0.001). The study findings offer implications that can be applied to academics, the foodservice industry, and government in an attempt to nurture a healthy eating environment through provision of nutritional information at restaurants.