Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Survey Study: How Customer Attributes and Menu Selection Criteria are Related to Customer Support for Menu Labeling

레스토랑 메뉴의 영양정보공개 지지도에 따른 메뉴선택속성 및 소비자 특성에 관한 연구

  • Kim, Sun-Joo (Department of Food Service Management, Kyunghee University) ;
  • Cho, Meehee (Dedman School of Hospitality, Florida State University)
  • 김선주 (경희대학교 외식경영학과) ;
  • 조미희 (플로리다 주립대학교 호스피탈리티학과)
  • Received : 2013.12.05
  • Accepted : 2014.06.02
  • Published : 2014.06.30
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Abstract

We studied customer recognition and understanding of menu labeling as well as the correlations between customer support for menu labeling and multiple factors, such as demographic characteristics, dinning-out behavior, and menu selection criteria. This study designed a survey and received responses from 351 individuals. The analysis results reveal that most respondents did not acknowledge menu labeling or lacked knowledge of it. Many of the respondents showed experience in ordering from menus with ingredient labels, but many showed no interest in menu labeling. Exactly 114 (32.5%) respondents showed support of menu labeling, and most were interested in levels of trans-fat, fat, and cholesterol. The respondents reported that menu labeling should be implemented more in fast-food restaurants and causal dinning restaurants. This study also analyzed how customer menu selection criteria are related to support level of menu labeling. Respondents were classified into three groups based on their support level for menu labeling (low medium high), after which correlations between customer menu selection criteria and support level were examined. Respondents in the high support group considered all menu selection criteria (i.e., ingredients, health, and consideration of calories). GLM analysis showed that monthly dining-out expenses were highly related to support level with a significance level of 0.05, and the interaction between monthly dining-out expenses and respondents' jobs also affected support level with a significance level of 0.01.

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