Customers' perception of the attributes of different formats of menu labeling: a comparison between Korea and the US

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dc.contributor.authorBosselman, Roberten
dc.contributor.authorChoi, Hyung-Minen
dc.contributor.authorLee, Keum Silen
dc.contributor.authorKim, Eojinaen
dc.contributor.authorCha, Jaebinen
dc.contributor.authorJeong, Jin-Yien
dc.contributor.authorJo, Minaen
dc.contributor.authorHam, Sunnyen
dc.contributor.departmentHospitality and Tourism Managementen
dc.date.accessioned2020-12-22T20:11:31Zen
dc.date.available2020-12-22T20:11:31Zen
dc.date.issued2020-06en
dc.description.abstractBACKGROUND/OBJECTIVES: This study compared the perception of customers from Korea and the U.S. on the attributes of different formats of menu labeling The specific objectives were 1) to compare the customers' perceived usefulness, ease-of-understanding, clarity, and attractiveness of different formats of menu labeling between Korea and the U.S.; and 2) to compare the customers' use intention to different formats of menu labeling between Korea and the U.S. SUBJECTS/METHODS: A survey was conducted in Korea and the U.S. The participants were allocated randomly to view 1 of the 7 restaurant menus that varied according to the following types of menu labeling formats: (type 1) kcal format, (type 2) traffic-light format, (type 3) percent daily intake (%DI) format, (type 4) kcal + traffic-light format, (type 5) kcal + %DI format, (type 6) traffic-light + %DI format, and (type 7) kcal + traffic-light + %DI format. A total of 279 Koreans and 347 Americans were entered in the analysis. An independent t-test and 1-way analysis of variance were performed. RESULTS: Koreans rated type 4 format (kcal + traffic light) the highest for usefulness and attractiveness. In contrast, Americans rated type 7 (kcal + traffic light + %DI) the highest for usefulness, ease-of-understanding, attractiveness, and clarity. Significant differences were found in the customers' perceived attributes to menu labeling between Korea and the U.S. Americans perceived higher for all the 4 attributes of menu labeling than Koreans. CONCLUSIONS: The study is unique in identifying the differences in the attributes of different formats of menu labeling between Korea and the U.S. Americans rated the most complicated type of menu labeling as the highest perception for the attributes, and showed a higher use intention of menu labeling than Koreans. This study contributes to academia and industry for practicing menu labeling in different countries using different formats.en
dc.description.notesThis work was supported by the National Research Foundation of Korea (grant number NRF-2014S1A2A2028667).en
dc.description.sponsorshipNational Research Foundation of KoreaNational Research Foundation of Korea [NRF-2014S1A2A2028667]en
dc.format.mimetypeapplication/pdfen
dc.identifier.doihttps://doi.org/10.4162/nrp.2020.14.3.286en
dc.identifier.eissn2005-6168en
dc.identifier.issn1976-1457en
dc.identifier.issue3en
dc.identifier.pmid32528635en
dc.identifier.urihttp://hdl.handle.net/10919/101583en
dc.identifier.volume14en
dc.language.isoenen
dc.rightsCreative Commons Attribution-NonCommercial 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/en
dc.subjectRestaurantsen
dc.subjectfood labelingen
dc.subjectperceptionen
dc.subjecthealth behavioren
dc.titleCustomers' perception of the attributes of different formats of menu labeling: a comparison between Korea and the USen
dc.title.serialNutrition Research And Practiceen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.dcmitypeStillImageen

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