Browse > Article
http://dx.doi.org/10.7318/KJFC/2014.29.4.336

Healthy Food Awareness, Behavioral Intention, and Actual Behavior toward Healthy Foods: Generation Y Consumers at University Foodservice  

Joung, Hyun-Woo David (Department of Nutrition and Hospitality Management, University of Mississippi)
Choi, Eun Kyong Cindy (Kemmons Wilson School of Hospitality and Resort Management, University of Memphis)
Ahn, Joo (Department of Nutrition, Hospitality, and Retailing, Texas Tech University)
Kim, Hak-Seon (Department of Foodservice Management, Kyungsung University)
Publication Information
Journal of the Korean Society of Food Culture / v.29, no.4, 2014 , pp. 336-341 More about this Journal
Abstract
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.
Keywords
Healthy food awareness; behavioral intention; Generation Y; university foodservice;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Zeithaml VA, Berry LL, Parasuraman A. 1996. The behavioral consequences of service quality. J. Marketing, 60(2):31-46
2 Bogue J, Coleman T, Sorenson D. 2005. Determinants of consumers. dietary behaviour for health-enhancing foods. British Food J., 107(1):4-16   DOI
3 Coulson NS. 2000. An application of the stages of change model to consumer use of food labels. British Food J., 102(9):661-668   DOI   ScienceOn
4 Cranage DA, Conklin MT, Lambert CU. 2004. Effect of nutrition information in perceptions of food quality, consumption behavior and purchase intentions. J. foodservice Business Research, 7(1): 43-61   DOI
5 Andaleeb SS, Caskey A. 2007. Satisfaction with food services: Insight from a college cafeteria. J. Foodservice Business Research, 10(2):51-65
6 Anderson JC, Gerbing DW. 1988. Structural modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3):411-423   DOI
7 Food and Drug Administration. 2013. http://www.fda.gov/default.htm
8 Fornell C. 1992. A national customer satisfaction barometer: the Swedish experience. J. Marketing, 56(1): 6-21   DOI   ScienceOn
9 Fornell C, Larcker DF. 1981. Evaluating structural equation models with unobservable variables and measurement error. J. Marketing Res., 24(4):337-346
10 Hayes D, Ross CE. 1987. Concern with appearance, health beliefs, and eating habits. J. Health Soc. Behav., 28(2):120-130.   DOI
11 Knutson BJ. 2000. College students and fast food-How students perceive restaurant brands. Cornell Hotel and Restaurant Administration Quarterly, 41(3):68-74
12 House L, Lusk J, Jaeger S, Traill WB, Moore M, Valli C, ... Yee WMS. 2005. Objective and subjective knowledge: Impacts on consumer demand for genetically modified foods in the United States and the European Union. Ag. Bio. Forum, 7(3):113-123.
13 Kim HS. 2013. Study on relationship between satisfaction, loyalty, and subjective quality of life: Generation Y consumers in university foodservice. J. Korean Data Analysis Society, 15(1):489-500
14 Kim YS, Moreo PJ, Yeh RJM. 2004. Customers. satisfaction factors regarding university food court service. J. Foodservice Business Research, 7(4):97-110   DOI
15 Kwon S, Lee S, Lee Y, Yoon J. 2009. Characteristics and current status of Well-being menus served in contract-managed workplace foodservice. J. Korean Dietetic Association, 16(1), 1-12   과학기술학회마을
16 Lim YH, Kim SH. 2012. Survey on consumption of coffee beverages and energy contribution ratios of coffee beverages and accompanying snacks by college students in Daejeon city and Chungnam province in Korea. Korean J. Food Culture, 27(3):240-250   과학기술학회마을   DOI   ScienceOn
17 Jang S, Namkung Y. 2009. Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants. J. Bus. Res., 62(4):451-460   DOI   ScienceOn
18 Jang YJ, Kim WG, Bonn MA. 2011. Generation Y consumers. selection attributes and behavioral intentions concerning green restaurants. Int. J. Hosp. Manage., 30(4): 803-811   DOI   ScienceOn
19 Lee JY, Hyun WJ, Lee KW. 2013. A study on health-related lifestyles and intention toward breast-feeding in Korean university students. Korean J. Food Culture, 28(2):125-134   과학기술학회마을   DOI
20 Millstein SG, Irwin CE, Adler NE, Cohn LD, Kegeles SM, Dolcini MM. 1992. Health-risk behaviors and health concerns among young adolescents. Pediatrics, 89(3):422-428
21 Oliver RL, Marsteller GL. 1981. Effect of satisfaction and its antecedents on consumer preference and intention. The Service Industries J., 24(4):67-82
22 Moorman C, Diehl K, Brinberg D, Kidwell B. 2004. Subjective knowledge, search locations, and consumer choice. J. Consum. Res., 31(3):673-680   DOI   ScienceOn
23 Nunnally JC. 1978. Psychometric theory. New York: McGraw-Hill
24 Oliver RL. 1980. A cognitive model of the antecedents and consequences of satisfaction decisions. J. Marketing Res., 17(4):460-469   DOI   ScienceOn
25 Seeman M, Seeman TE. 1983. Health behavior and personal autonomy: A longitudinal study of the sense of control in illness. J. Health Soc. Behav., 24(2):144-160.   DOI   ScienceOn
26 Oliver RL. 1999. Whence consumer loyalty?. J. Marketing, 63(4):33-44
27 Parasuraman A, Zeithaml VA, Berry LL. 1985. A conceptual model of service quality and its implications for future research. J. Marketing, 49(4):41-50
28 Petrick JF, Backman SJ. 2002. An examination of the construct of perceived value for the prediction of golf travelers. intentions to revisit. J. Travel Res., 41(1):38-45.   DOI
29 Seo SH, Kim EM, Kwock CK, Wie SH. 2012. Preferences of U.S. consumers for setting quality factors of Bibimbap. Korean J. Food Culture, 27(1):30-37   과학기술학회마을   DOI
30 Sun YH. 2008. Health concern, food choice motives, and attitudes toward healthy eating: The mediating role of food choice motives. Appetite, 51(1):42-49   DOI   ScienceOn
31 Technomic. 2011. College & university consumer trend report. http://www.technomic.com/_files/products/2011_college_university_brochure.pdf
32 U.S. Census Bureau. 2010. College enrollment summary. http://www.census.gov/2010census
33 Warshaw PR, Davis FD. 1985. Disentangling behavioral intention and behavioral expectation. J. Exp. Soc. Psychol., 21(3):213-228   DOI
34 Deshpande S, Basil MD, Basil DZ. 2009. Factors influencing healthy eating habits among college students: An application of the health belief model. Health Mark. Q., 26(2):145-164   DOI