Americans are gaining weight. As such, the issue of obesity has received theincreased attention. One of the most recent concerns is how the food industry is
contributing to the problem of obesity and related health problems; increased
consumption of food away from home, food which often contains high levels of calories and fats, may be worsening the problem of obesity. Thus, while restaurants make an effort to develop and introduce healthy food, the government has also addressed the problem by introducing The Menu Education and Labeling Act (MELA), which requires restaurants to present nutritional information on the menu. Such legislation has been proposed or passed in several cities and states. Accordingly, the importance of and the interest in nutritional information disclosure has increased. A thorough examination of the effects of nutritional information disclosure is required in order to achieve the benefits of nutritional information disclosure for restaurateurs, consumers, and policy makers.
The purpose of this study was to provide a better understanding of how consumers process nutritional information in a restaurant and which factors influence
consumers’ nutritional information processes and food choices. More specifically, this study sought to determine the effect of providing nutritional information on a menu, as well as the moderating effects of several factors such as nutritional menu context, motivation to process nutritional information, and nutritional knowledge.
In order to achieve this purpose, an experimental design method was employed to collect data. An experimental design was developed using three key variables: nutritional information level, nutritional level of target items, and nutritional level of menu context. Using the results of two pilot studies, favorable menu items available in restaurants and six important nutrient contents were selected; levels of nutritional values for the six nutrient contents were selected for each menu item.
Multiple regression analysis was conducted to test the proposed hypotheses, and
significant results were found. First, the presence of nutritional information had a negative effect on consumer food evaluation and decisions, regardless of the healthiness of the item at hand. Additionally, the healthiness of other alternatives on the menu significantly influenced consumer food decision processes as well as the effect of nutritional information disclosure. Thus, it was concluded that the placement of menu items on the menu is very important in promoting healthy item choices. It is important to educate and encourage consumers to process nutritional information accurately because motivation to process enhances the effects of nutritional information disclosure.
The results of this study provide useful information not only for restaurateurs,
who may be able to develop more efficient marketing strategies using nutritional
information, but also for consumers, who will be able to make better choices when eating foods away from home.