This study empirically investigates customer perception towards providing nutritional information in Malaysian full service restaurants menu. Results reveal that nutritional information is important and the major nutrition elements such as calories, protein, fat and dietary fiber is the minimum information desired by customers in the restaurant menu. Nutritional information in fact directly influences restaurant customers' future purchase decisions. These findings produced significant indicators not only to the existing restaurant operators but also to those individuals or companies who intend to venture into this so called booming sub-sectors of food service businesses. In addition, attaining customer needs lead to repeat patronization and in the long run, contributes to restaurant business survival. Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. https://doi.org/10.21834/jabs.v2i2.178 Din, N., et.al. / Journal of ASIAN Behavioural Studies, jABs, 2(2), Jan / Mar 2017 (p.47-55) 48 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-ncnd/4.0/). Peer-review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for EnvironmentBehaviour Studies), Faculty of IntroductionMost nutritionists emphasize that too much, or imbalance or substantive nutrition intake not only leads to obesity but also contributes to chronic diseases and lessen longevity (Gopalan, 1992;MOH, 2006). Large numbers of the world populations are reported to be suffering heart diseases, hypertension, and diabetes because of obesity (Schofield & Mullainathan, 2008) and six out of the ten leading causes of death are caused by nutrition related component intakes (Dennison, Dennison & Frank, 1994). Owing to these reasons, more and more people are becoming health conscious and are concerned about the types of food they consume. They are apprehensive not only of the appearance of the products but also the nutritional information for packaged food sold at retail outlets.The nutritional information or labelling has long been mandatory to food manufacturers and retailers (King, 2006;Ophardt, 2003). Most legislation mandates the disclosure of nutrient information of the food products. Nutritional information in fact is crucially important to the food process industry as it provides a means for consumers to know the nutritional properties of the products. All over the world, most countries require that the nutritional content in foods like calories, protein, carbohydrate, fat and sugar must be regulated by accredited laboratories (McVety, Ware & Lévesque, 2001). In the restaurant industry, food and product information on restaurant menus are normally related to quantity, quality, price, brand names, product identification, points of origin, merchandising terms, visual presentation and food preparation (Thomas & Mills, 2008). Restaurant operators put a lot of effor...
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