THE IMPACT OF SUSTAINABLE FOOD ON RESTAURANT CUSTOMERS’ EXPERIENCE AND DECISION-MAKING

Lu Lu

The first study aims to explore perceived the hedonic/utilitarian value of organic dining and the relationships between their antecedents (i.e., involvement) and outcomes (i.e., satisfaction and behavioral intentions). The results suggest that perceived hedonic value has two dimensions (e.g., Dining-Centered Excitement and Social Attention & Escapism) and so does perceived utilitarian value (e.g., Tangible Value and Intangible Value). Involvement with organic food is a significant antecedent of perceived value. Satisfaction mediates the relationship between perceived hedonic value and behavioral intentions. However, it does not mediate the relationship between perceived utilitarian value and behavioral intentions. The second study examines the impact of sustainable ingredients on diners' restaurant choices. A scenario-based experiment was conducted with 405 U.S. consumers. MANCOVA results indicate that using sustainable ingredients (e.g., organic food), despite charging a premium price, offers a greater advantage for the quick service segment regarding perceived food quality, attitudes and willingness to select the restaurant when compared to casual dining and upscale segments. The magnitude of a premium price of organic ingredients negatively influences consumers’ decision-making. When a small premium price is charged, customers perceive the restaurant with better food quality and consumers have more favorable attitudes compared to the rival restaurant. When a large premium price is charged, customers are more willing to choose its rival which offers a conventional menu. The third study explores whether or not disclosing local suppliers’ information using menu stimuli (e.g., picture and descriptive messages) can increase diners’ attitudes and purchase intentions of local food at restaurants. A scenario-based experiment was administered to 830 U.S. consumers. The three-way ANCOVA results suggest that involvement has a significant main effect on attitudes and purchase intentions. A significant three-way interaction effect also exists for both dependent variables (e.g., attitudes and purchase intentions). When consumers exhibit low levels of involvement with local food, travelers’ reactions towards three menu treatments (e.g., picture, descriptive messages and control) significantly differ from that of residents. However, no differences between these two types of diners exist in their responses to the three menu treatments when consumers present high levels of involvement with local food.

THE IMPACT OF SUSTAINABLE FOOD ON RESTAURANT CUSTOMERS’ EXPERIENCE AND DECISION-MAKING

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