KOREASCHOLAR

Obesity has become a major health concern among the public, and menu labeling was mandated in many countries several years ago as an intervention to reduce obesity. Although the pursuit of healthy foods is apparent, research indicates that majority of restaurant customers do not use nutritional information for menu selection. The present study investigated customer attitudes and behaviors regarding menu labeling; specifically, the relationships among customer motivation, attitudes, menu label use, and healthy menu selection. Data were collected from a survey of 509 restaurant customers in South Korea. The findings indicated a positive effect of motivation on attitudes, menu label use, and healthy menu selection, respectively. Attitudes also positively influenced menu label use and healthy menu selection. Regarding the relationships among the variables in the proposed model, the strongest relationship was found between menu label use and healthy menu selection. In addition, attitudes serve as a mediator in the relationships between motivation and menu label use, and between motivation and healthy menu selection. Menu labeling use also mediates between attitudes and healthy menu selection. These findings can help governments or industries improve customer use of menu labels and therefore help reduce public obesity. This study is valuable in that it investigates restaurant customer use of menu labels since the menu labeling initiatives were mandated several years ago. It is academically important in that it examines various customer attitudinal and behavioral variables together regarding menu labeling.

• Sunny Ham(Yonsei University, Republic of Korea)