When organic food choices shape subsequent food choices: The interplay of gender and health consciousness

Joongwon Shin, Anna S. Mattila

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

In response to the increasing demand for organic food, restaurants have begun to add such options to their menus. To illuminate the impact of organic food choices in a restaurant context, this research examines the joint effect of an initial organic food choice, gender and health consciousness on subsequent food choices (healthy vs. unhealthy). The findings suggest that males with low levels of health consciousness are more likely to choose unhealthy options when their initial choice is organic (vs. conventional). Such a tendency is attenuated among males with high levels of health consciousness. Conversely, females with low (vs. high) levels of health consciousness are more likely to choose unhealthy options regardless of their initial choice. Theoretical and managerial implications are discussed.

Original languageEnglish (US)
Pages (from-to)94-101
Number of pages8
JournalInternational Journal of Hospitality Management
Volume76
DOIs
StatePublished - Jan 2019

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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