Exploring the Role of Healthy Food Practices in Creating Customers' Affective, Cognitive States, Restaurant Image, and Behavio

The purpose of this study was to (a) propose and test a model that points out the importance of a customer's affective, cognitive states, and overall image in explaining the impacts of healthy food practices on the customers' behavior, and (b) provide recommendations to restaurant executives to facilitate advantageous healthy food practices. This study employed mixed method with two-phase research design. First, using content analysis of disclosed 93 restaurants' webpages, the current study identified fifteen healthy food practices that are utilized U.S. restaurants. The healthy food practices identified were categorized into four value chain dimensions: sourcing, production, marketing, and service. After following by a multiple-stage measurement process, the nineteen items of healthy food practice measurement were developed and validated. Second, 493 responses were collected to test the research model via an online survey. Multiple statistical methods, including descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling, were used for data analysis. The results found that healthy food practices are advantageous in different ways. Specifically, sourcing significantly affected customers' pleasure, empathy, and perceived value. Marketing was a significant predictor of both consumers' empathy and perceived value. Service has a positive impact on a customer's empathy. In addition, pleasure and perceived value positively affected overall image of a restaurant. As hypothesized, the findings supported the positive relationship between the overall restaurant image and customer behavioral intentions. This study contributes to the hospitality literature by integrating strategic management and marketing perspectives in explaining how customers respond to a firm's strategic direction. The findings provides useful and practical implications to restaurant executives regarding implementation and impacts of healthy food practices.