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KMID : 0665420140290030231
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Korean Journal of Food Culture
2014 Volume.29 No. 3 p.231 ~ p.239
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Survey Study: How Customer Attributes and Menu Selection Criteria are Related to Customer Support for Menu Labeling
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Kim Sun-Joo
Cho Mee-Hee
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Abstract
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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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KEYWORD
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Restaurant menu labeling, menu selection criteria, customer characteristics
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