![]() Value has been considered predictive of customers’ satisfaction and their intentions to revisit a restaurant (e.g., Hutchinson et al., 2009, Petrick, 2004). The present study focuses on the psychological aspect of customers’ food choice process beyond the functional elements of food choices, such as nutritional information and menu labeling. However, what drives the customer's desire to look for healthy options on restaurant menus has been overlooked. With the increased concern about healthy eating behavior, researchers have focused on nutritional information on restaurant menus (Hwang and Lorenzen, 2008, Sharma et al., 2011), quality of healthy food at restaurants (Kim et al., 2013), nutritional labeling (Carange et al., 2004), and visual icons for healthy items (Jones, 2009). National Restaurant Association reported that customers tend to select healthier menu items (Kelso, 2012), control portion size, and prefer to visit restaurants that offer such choices (e.g., brown rice, vegetarian dishes) (Anderson et al., 2007, Kim et al., 2013). To avoid potential health-related problems, customer interest in healthy eating has increased, especially when consuming foods away from home (Jones, 2009). Restaurant foods are perceived, in popular press, as contributors to obesity rates because of the calorie and fat content, which increase customers’ total calorie consumption (American Cancer Society, 2014). Frequent and consistent eating out of certain meals may cause health problems such as obesity (Ma et al., 2003).
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