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KMID : 0123420210260030155
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Korean Journal of Community Nutrition
2021 Volume.26 No. 3 p.155 ~ p.166
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Can Dining Alone Lead to Healthier Menu Item Decisions than Dining with Others? The Roles of Consumption Orientation and Menu Nutrition Information
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Her Eun-Sol
Behnke Carl
Almanza Barbara
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Abstract
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Objectives: Driven by a growth of single-person households and individualized lifestyles, solo dining in restaurants is an increasingly recognizable trend. However, a research gap exists in the comparison of solo and group diners’ menu-decision making processes. Based on the self-control dilemma and the temporal construal theory as a theoretical framework, this study compared the ordering intentions of solo vs. group diners with healthy vs. indulgent (less healthy) entrees. The mediating role of consumption orientation and the moderating role of amount of menu nutrition information were further explored to understand the mechanism and a boundary condition.
Methods: A scenario-based online survey was developed using a 2 (dining social context: solo vs. with others) × 3 (amount of menu nutrition information: no nutrition information vs.
calories vs. calories/fat/sodium), between-subjects, experimental design. Consumers’ level of nutrition involvement was controlled. A nationwide survey data (n = 224) were collected from a crowdsourcing platform in the U.S. Data were analyzed using multivariate analysis of covariance, independent t-test, univariate analysis of covariance, and moderated mediation analyses.
Results: Findings reveal that solo (vs. group) diners have less (vs. more) intentions to order indulgent menu items due to a more utilitarian (vs. more hedonic) consumption orientation in restaurant dining. Findings also show that solo (vs. group) diners have more (vs. less) intentions to order healthy menu items when the restaurant menu presented nutrition information including calories, fat, and sodium.
Conclusions: The findings contribute to the literature of foodservice management, healthy eating, and consumer behavior by revealing a mechanism and an external stimuli of solo vs.
group diners’ healthy menu-decision making process in restaurants. Furthermore, the findings provide restauranteurs and health professionals with insights into the positive and negative impacts of menu nutrition labelling on consumers’ menu-decisions.
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KEYWORD
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solo dining, menu choice, healthy eating, self-control dilemma, temporal construal theory
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