Involving issues of environmental, consumer safety and health, and/or social concerns, a morally controversial action refers to an activity that does not have a single standard of ethics for all people, making it challenging to draw a clear line between what is ethical versus unethical. Despite its ambiguity, any firm can be involved in it, especially when the firm operates in the global marketplace where a variety of social, health, and environmental consequences surrounding a given action are questioned by consumers. If consumers come to know of a familiar brand’s morally controversial behavior, it can create approach-avoidance conflicts in their minds; they may see the brand’s action as mismatched with their own moral standards (“avoidance” manifested through a measurable construct––moral incongruence), while being tempted to justify the action (“approach” manifested through moral rationalization).

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

The purpose of this study was to measuring the effects of health involvement, attitude, perceived behavioral control (PBC), behavioral intention on seafood consumption. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships among constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effect of health involvement on attitude was statistically significant. The direct effects of health involvement, attitude and PBC on consumption were statistically significant. As expected, attitude, PBC and behavioral intention had significant direct effects on consumption. Moreover, health involvement had a significant indirect effect on behavioral intention through attitude and PBC. Health involvement also had a significant indirect effect on consumption through attitude, PBC and behavioral intention. Attitude and PBC had significant indirect effects on consumption through behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among health involvement, attitude, PBC, behavioral intention and seafood consumption. Other variables(sensory variable, habit, norm etc) may be incorporated to form models that consist of new antecedent and consequence pairs.

The purpose of this study was to measure the effects of attitude toward fish eating, Health involvement and convenience on the relationship between fish consumption and age. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships between constructs. Results of the study demonstrated that the structural equation analysis result for the data also indicated excellent model fit. The effects of age on involvement and convenience were statistically significant. The effects of age on attitude and consumption was not statistically significant. As expected, the involvement had a significant effect on attitude and consumption. The attitude and convenience had a significant effect on consumption. The effect of involvement on convenience was not statistically significant. Moreover, the attitude, involvement and convenience played a mediating role in the relationship between consumption and age. The involvement played a mediating role in the relationship between attitude and age. The involvement played no mediating role in the relationship between convenience and age. The attitude and convenience played no mediating role in the relationship between consumption and involvement.