Nutritional Information and Portion Size in Relation to Customer Purchase Behaviour

• Published in: Asia-Pacific Journal of Innovation in Hospitality and Tourism
• Main Author: Din N.; Rahman R.A.A.; Hashim N.H.; Abdullah S.K.; Gani N.I.A.; Mansor N.A.
• Format: Article
• Language: English
• Published: Taylor's University Sdn Bhd 2021
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85125858387&partnerID=40&md5=f49df8ac860b1658a236f3528a54fb59

Healthy eating is a significant concern in public health. People who are health-conscious or have special dietary requirements prioritise nutrition and calorie consumption. Thus, many customers rely on the information on a restaurant's menu when making their purchase decisions. This study aims to investigate the relationship between nutritional information as well as portion size in restaurant menus and customer purchase decisions. A self-administered survey was conducted in the area of Shah Alam, the state capital of Selangor, Malaysia. A purposive sampling with 107 usable questionnaires was analysed using Structural Equation Modelling (PLS-SEM). The results revealed that nutritional information and portion size in restaurant menus significantly influenced customer purchase decisions. As a consequence, restaurants face a crucial challenge in providing nutritional information and portion size in their menus in a way that gives them a competitive advantage and at the same time compels customers to make healthy eating choices. © 2021 The Author(s). This article is published with open access by Taylor's Press.