Restaurants’ healthy eating initiatives for children increase parents’ perceptions of CSR, empowerment, and visit intentions

Kiwon Lee, Martha Conklin, Peter Lawrence Bordi, Jr., David Allen Cranage

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

In this study, we examine how healthy eating initiatives (i.e., providing healthful foods and nutrition information on children's menus) affect parents’ intentions to visit restaurants. We test the mediating roles of perceived corporate social responsibility (CSR) and empowerment and examine whether mediating effects are contingent on the level of parents’ concerns about children's eating. The results of a scenario-based experimental design show that both initiatives increase parents’ visit intentions through increased CSR perceptions. The indirect effect of nutrition information on visit intentions through perceived CSR is pronounced only among parents with moderate to high concerns about children's eating. The provision of healthful foods has an indirect effect on parents’ visit intentions through perceived CSR, regardless of concern level. Our findings suggest that providing healthful items and nutrition information on children's menus increases parents’ perceptions of CSR and visit intentions.

Original languageEnglish (US)
Pages (from-to)60-71
Number of pages12
JournalInternational Journal of Hospitality Management
Volume59
DOIs
StatePublished - Oct 1 2016

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empowerment
nutrition
food
experimental design
corporate social responsibility
Healthy eating
Empowerment
Restaurants
Corporate Social Responsibility
effect
Nutrition
Indirect effects
Food
Menu

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

Cite this

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Restaurants’ healthy eating initiatives for children increase parents’ perceptions of CSR, empowerment, and visit intentions. / Lee, Kiwon; Conklin, Martha; Bordi, Jr., Peter Lawrence; Cranage, David Allen.

In: International Journal of Hospitality Management, Vol. 59, 01.10.2016, p. 60-71.

Research output: Contribution to journalArticle

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