Nutritional Information and Portion Size in Relation to Customer Purchase Behaviour

Abstract

ealthy eating is a significant concern in public health. People who are health-conscious or have special dietary requirements prioritise nutrition and calorie consumption. Thus, many customers rely on the information on a restaurant’s menu when making their purchase decisions. This study aims to investigate the relationship between nutritional information as well as portion size in restaurant menus and customer purchase decisions. A self-administered survey was conducted in the area of Shah Alam, the state capital of Selangor, Malaysia. A purposive sampling with 107 usable questionnaires was analysed using Structural Equation Modelling (PLS-SEM). The results revealed that nutritional information and portion size in restaurant menus significantly influenced customer purchase decisions. As a consequence, restaurants face a crucial challenge in providing nutritional information and portion size in their menus in a way that gives them a competitive advantage and at the same time compels customers to make healthy eating choices.