An empirical investigation of the patronage behavior of nutrition oriented consumers

Abstract

Patronage behavior was investigated in this study with regard to the nutrition orientation of consumers. The objective of this research was to determine if consumers' patronage behavior of grocery stores, health food stores or restaurants would be significantly related to attitudes and concerns toward nutrition and toward attitudes of their overall present and future state of health. This study relied on theories of retail patronage behavior, and empirical evidence from areas of consumer behavior, nutrition, and health to provide the framework for the design of this research. This study employed the use of a questionnaire as the research method. Consumers were surveyed and asked to indicate their patronage and food purchase behaviors, their attitudes and concerns toward nutrition, and their attitudes toward their preventive health. Results and conclusions from this research support the linkage between the nutritional motivations of consumers impacting upon their decisions to patronize specific retail food establishments. That is, consumers' predispositions concerning nutrition influence where and what types of food products are purchased.