Metricized Alimentary: Unveiling the Effects of Nutritional Transparency of Restaurants in Achieving a Salubrious Lifestyle on Consumer Behavior
DOI:
https://doi.org/10.54536/ajebi.v5i2.7451Keywords:
Consumer Behavior, Demand, Disclosure, Health Goal Congruence, Health-conscious, Metricizing, National Capital Region, Nutritional Transparency, Philippines, Purchase Intention, Salubrious LifestyleAbstract
This study investigates how nutritional transparency affect the health consciousness, health goal congruency, and purchase intention of restaurant consumers within age range 18 to 40 years old in the National Capital Region (NCR, Philippines. This study applied a research design for data collection with quantitative methodology. The profile shows that they were mostly male, single, and full-time students who lived in Marikina City. Crucially, 92.5 percent of respondents considered themselves health conscious. Findings shows that nutritional transparency has a significant positive effect on consumer behavior as the respondents believed that nutrition facts labeling has played an important role in helping them make healthy food choices and inform them of the contents of their meals leading to healthy eating (M=4.17). Perceptions against nutritional transparency were neutral (M=2.76). Moreover, there is high health goal congruency towards nutritional transparency (M=4.17). Purchase intention of respondents has also been found favorable for nutritional transparency as respondents indicated that nutritional transparency impacts their purchasing intentions (M=3.76).
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Copyright (c) 2026 Tan Edelfin P., Garcia Gian Florence H., Hababag Alyssa Grace A., Tumilap Lucille Kyleigh L., Hontiveros Rey Deniel S., Angeles Ar-j D. C
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