ArticleInternational journal of environmental research and public health2023
Adopting an Extended Theory of Planned Behaviour to Examine Buying Intention and Behaviour of Nutrition-Labelled Menu for Healthy Food Choices in Quick Service Restaurants: Does the Culture of Consumers Really Matter?
Article in International journal of environmental research and public health, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 9 papers.
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Who cites it
9 citing papers in PubMed, 26 citations in OpenAlex.
- Explaining Willingness to Pay for Andean Grains Through Health Consciousness.Foods (Basel, Switzerland) · 2026Article
- Determinants of acceptance and usage of generative AI among Chinese medical students: a UTAUT-based empirical investigation.Frontiers in psychology · 2026Article
- Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness.Nutrients · 2025Article
- Responses to the AI Revolution in Hospitality and Tourism Higher Education: The Perception of Students Towards Accepting and Using Microsoft Copilot.European journal of investigation in health, psychology and education · 2025Article
- The Impact of Nutritional Value on Consumer Attitudes and Repurchase Intentions: Price Fairness as a Moderator in the Cereal Market.Foods (Basel, Switzerland) · 2025Article
- Role of Health-Consciousness on Purchase Intention of Health and Wellness Food: The Serial Mediating Effect of Attitude and Desire.Nutrients · 2025Article
- Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model.Foods (Basel, Switzerland) · 2025Article
- Examining Students' Acceptance and Use of ChatGPT in Saudi Arabian Higher Education.European journal of investigation in health, psychology and education · 2024Article
- Analyzing consumer behaviour towards food and nutrition labeling: A comprehensive review.Heliyon · 2023Review
Corrections and comments
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Authors and funding
3 authors at 2 institutions in 2 countries.
Funding
Abstract
This research aims to examine an extended model of the Theory of Planned Behaviour (TPB) to understand the determinants of consumers' intentions to buy and recommend nutrition-labelled menu (NLM) items for making healthy food choices. The research examines the influence of attitude towards behaviour (ATT), subjective norms (SNs), perceived behavioural control (PBC) and health consciousness on consumers' intentions to buy and recommend NLM. The research also examines the role of culture in shaping buying and recommendation intentions of NLM by undertaking a comparative study of the extended model among consumers in two different countries that have enough variation based on Hofstede's cultural dimensions, i.e., the Kingdom of Saudi Arabia (KSA) and the United Kingdom (UK). The results of questionnaire surveys analysed with SmartPLS version 4 showed that ATT, SNs and health consciousness significantly predict intentions to buy NLM items among KSA consumers in quick service restaurants (QSRs). However, PBC did not have a significant influence on KSA consumers' intentions to buy NLM items. On the other hand, ATT, PBC and health consciousness significantly predict intentions to buy NLM items among UK consumers in QSRs. Nonetheless, SNs did not have a significant influence on UK consumers' intentions to buy NLM items. The intention to buy NLM significantly predicts the intentions to recommend NLM among consumers in both countries (KSA and UK). The results of a multi-group analysis showed significant differences between the KSA and the UK regarding the influence of both SNs and PBC on consumers' intentions to buy NLMs as well as on their indirect influence on intentions to recommend NLM items. The results value the role of culture in shaping consumers' intentions to buy and to recommend NLM items for healthy food choices, which has numerous implications for international QSRs, policy makers, and academics.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.