Food choice behavior: a case study in South Korea

Purpose: With dining out increasing globally, policy making and research have been on menu labeling as a source for meaningful nutrition information. Yet, despite attempts to mandate menu labeling and the studies examining consumer's perception of menu nutritional information and how this perception impacts dining behavior and intention to consume, concerns for obesity and malnutrition continue to be at the forefront of public health discussions. This study attempts to comprehend consumers' nutritional goals, intention and food choice behavior, thereby suggesting how to leverage this information for change. Design/methodology/approach: Using survey data and a proposed and validated theoretical model, the study identified the different aspects of consumer's food choice by analyzing the relationship of consumer's perceived importance toward nutrition information, food choice and healthy daily behavior, and intention to improve health. Findings: Consumers who perceive higher importance of nutrition information are more likely to choose healthy food when dining out and have stronger health improvement intention. The results also suggested healthy food choice and healthy daily behavior positively influenced health improvement intention. Originality/value: Despite the previous studies on menu labeling and the numerous policy mandates, there is still concern about the food choice behavior of consumers while eating out. No serious effort exists to regulate food service providers similar to the regulation of other consumer products, whereby consumers are generally protected from harm. This study suggests through education, promotional marketing and industry partnerships, motivating and leveraging consumers' desire for healthy food choices could move food service providers and policy makers to change what information is provided.