Consumer demand for healthy beverages in the hospitality industry: Examining willingness to pay a premium, and barriers to purchase (original) (raw)

This study examines the effects of a health star rating system on the attitudes of consumers and their purchase intentions towards beverage products sold in hospitality venues. Previous studies linking health ratings to the food and beverages of consumers mainly focus on fast-moving consumer goods and retail purchasing. However, purchasing patterns in hospitality and foodservice environments are distinct as consumers may be less concerned about health and more interested in the dining experience. Thus, this research focuses on: (1) whether the presence of health star ratings on beverage products influences the willingness of consumers to purchase in the context of the hospitality industry, and (2) identifying the demographic and psychographic factors influencing these behavioural intentions. Using Ordinary Least Squares regression to analyse data from an e-survey of 1021 consumers in Australia and New Zealand, the study found that health star ratings do have an impact on the willing...

Previous studies focused on food labels as well as sugar, salt, fat and calorie levels in food as main concerns for customers whenever they dined out. It is not however clear, whether the products on offer reflected the healthy eating customer needs. The purpose of this study was to establish the relationship between healthy eating products on offer and customer needs. The study is based on the Elaborate Likelihood Product Evaluation Model of the Expectancy Value theory by Richard, Petty and John Cassiopos. This theory is used to explain how customers select products by identifying and evaluating characteristics of products on offer in an outlet in relation to their individualized needs. Research administered questionnaires were used to collect data from 296 heads of department and 401 customers sampled from 74 healthy eating restaurants in Nairobi City County Kenya. This yielded a total of 697 respondents. Observation checklists were also used to establish healthy eating products listed on menus in comparison with customer needs. Results of the study show that products on offer in restaurants perceived by restaurant customers as healthy were: traditional foods, medicinal, products cooked using healthy cooking methods (59%); vegetarian food products (19.2%); gluten free products (12.2%) and sea food (9.6%). Healthy eating product customer needs on the other hand entailed traditional, medicinal and healthy cooked foods (53.6%); non genetically modified products (20.7%); low fat food products (7.8%) and organic food products (6.5%). Findings on the relationship between healthy eating products on offer and market needs for healthy eating products yielded the following: a Pearson correlation r value of-0.093, a regression p value of 0.001, t test value of 0.000 and a chi-square value of 0.443. Based on p values attained from regression (0.001) and t test (0.000) analysis, the study concludes that there is a significant relationship between healthy eating products on offer in restaurants in Nairobi city county and customer needs.

This study investigates the association of both health hazards awareness and price sensitivity of soft drinks with consumer's purchase attitude in Saudi Arabian market. The study also investigates whether there is a moderating role for each of consumer's gender, age, education, and monthly income on the two studied relationships. The study has been conducted on 865 respondents of soft drinks consumers in Saudi Arabia and an online self-administered survey has been used to collect primary data from the participants. The study findings revealed a statistically significant negative associations of both soft drinks' health hazards awareness and price sensitivity with consumer's purchase attitude. Heath hazards awareness is higher than the price sensitivity in predicting the consumer's purchase attitude. Hence, the consumer's attitude is more responsive to health hazards awareness than the price sensitivity. The study also found that consumer's gender, age, education, and income do not significantly moderate the relationships between either of health hazards awareness or price sensitivity and the purchase attitude of soft drinks. Thus, the study recommends marketers to adopt social orientation in doing marketing activities and do best to develop healthier soft drinks. Furthermore, marketers should be careful when setting soft drinks' prices because of consumer sensitivity. Optimization of soft drinks' cost structure can help in respect to price sensitivity. Finally, the undifferentiated marketing strategy is suitable for targeting in the Saudi market concerning gender, age, education, and income.

This study investigated restaurant customers’ intent to choose healthful (e.g., low-fat or low-calorie) menu items using the value–attitude–behavior model. The sample was comprised of customers who had previously consumed these types of healthful items at a casual dining restaurant. Structural equation modeling was used to analyze data. Results revealed that customers’ health values had a positive effect on attitudes and behavioral intentions and that customers’ attitudes toward low-fat or low-calorie menu items positively influenced behavioral intentions. However, attitudes toward taste of healthful menu items exerted a greater impact on behavioral intentions to choose, recommend, and spread a positive word-of-mouth about those menu items. To meet customers’ desire, restaurants should continue to focus on great-tasting healthful foods.

Background: Previous research findings show that consumer need for healthy eating products was in response to rapid lifestyle changes, increased access to knowledge about health and nutrition as well as cultural and social meanings attached to food. However, there is a dearth of research on factors that influence customer needs for healthy eating products in restaurants in cities. Objectives: This study sought to establish the factors that prompt restaurant goers to adopt varied healthy eating perspectives. Methodology: A cross-sectional study was conducted among 296 restaurant heads of department (kitchen, service, public relations and stores/procurement) and 401 customers from 74 healthy eating product restaurants of Nairobi city. Five heads of department (kitchen, service, public relations and stores/procurement) and five customers were sampled from each of the 74 selected healthy eating product restaurants. Data was collected using questionnaires. The collected data was analysed using frequencies, percentages, person correlation, chi-square and regression statistics whereby P<0.05. Results: The study established that a wide range of factors influence customer needs for healthy eating products. These were the need to lead a healthy lifestyle (78.7%); family culture (10.5%); medical prescriptions (5.5%); media, school or books (5%); while peer, social influence scored 0.3%. Factors that were significant in influencing healthy eating product customers needs were the need to lead a healthy lifestyle (p=0.000), family culture (p value = 0.000 and 0.001) and medical prescriptions (p= 0.001). The study also yielded a chi-square value of 0.00 and an r significance of 0.000 between factors that influence customer needs for healthy eating products and customer needs for these products.

In a world of rising obesity, restaurants have become a regulatory target. One profitable overlook solution may be for restaurants to focus on menu engineering strategies that could increase sales of relatively healthier, high margin appetizers and entrées. Recent lab and field research in consumer psychology and behavioral economics offer promising solutions that responsible restaurants can se to guide their customers to healthier decisions by using the three-step menu engineering process of 1) shifting attention, 2) enhancing taste expectations, and 3) increasing perception of value. A review of these studies provides key implications that can both increase the healthfulness of what customers order along with the profits of the restaurant.