KOREASCHOLAR

This study examined relationships among healthy food awareness, behavioral intention toward healthy foods, and actual behavior of Generation Y consumers. This study hypothesized that Generation Y consumers are aware of healthy foods and more likely to eat healthy foods while avoiding junk foods. According to structural equation modeling, all hypothesized paths were statistically significant, meaning that the three constructs in the model showed positive relationships with each other. Results showed that this group of college students is generally aware of healthy foods and have positive intentions toward healthy food choices. Therefore, university foodservice management needs to continue to improve their menus in order to attract this new generation of college student consumers.

• Hyun-Woo (David) Joung(Department of Nutrition and Hospitality Management, University of Mississippi)
• Eun Kyong (Cindy) Choi(Kemmons Wilson School of Hospitality and Resort Management, University of Memphis)
• Joo Ahn(Department of Nutrition, Hospitality, and Retailing, Texas Tech University)
• Hak-Seon Kim(Department of Foodservice Management, Kyungsung University) Corresponding author