earticle

영어

People’s health condition is closely related to their eating behavior. Therefore, the purpose of this study is to understand customers’ willingness to select healthy menu items in fast-food restaurants, using the theory of planned behavior. Also, this study try to figure out how customers’ nutrition knowledge influences their menu choices at the restaurants. Sample were collected through an online survey company and analyzed by multiple regression method. The results showed that attitude toward healthy eating behavior, subjective norm, and nutrition knowledge positively influenced intention to eat healthy menu items in fast-food restaurants while perceived behavioral control was negatively related. These results may suggest some practical implications not only for the restaurant industry to develop marketing strategy but also for the government to create an educational campaign for improving public health.