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KMID : 0665420140290040336
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Korean Journal of Food Culture
2014 Volume.29 No. 4 p.336 ~ p.341
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Healthy Food Awareness, Behavioral Intention, and Actual Behavior toward Healthy Foods: Generation Y Consumers at University Foodservice
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Joung Hyun-Woo
Choi Eun-Kyong
Ahn Joo
Kim Hak-Seon
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Abstract
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This study examined relationships among healthy food awareness, behavioral intention toward healthy foods, and actual
behavior of Generation Y consumers. This study hypothesized that Generation Y consumers are aware of healthy foods and more likely to eat healthy foods while avoiding junk foods. According to structural equation modeling, all hypothesized paths were statistically significant, meaning that the three constructs in the model showed positive relationships with each other. Results showed that this group of college students is generally aware of healthy foods and have positive intentions toward healthy food choices. Therefore, university foodservice management needs to continue to improve their menus in order to attract this new generation of college student consumers.
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KEYWORD
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Healthy food awareness, behavioral intention, Generation Y, university foodservice
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