Are Consumers Ready to Pay More for a Healthy Menu Item at Restaurants?

As the concern in health increases, the restaurant industry tends not only to provide nutritional information of menu items but also to develop healthy items. This study aims to provide a better understanding of how consumers process nutritional information in restaurants and the influence of the nutritional information disclosure on consumers menu choice. It also examines how consumers balance between nutritional benefits and price. To achieve these objectives, an experimental design was developed relating to the variables of price presence and healthiness established by nutritional information. A total of 329 usable samples were collected using an online survey in nationwide. The results show that the presence of healthy nutritional information has a positive effect on consumers’ food evaluation and buying decision behavior. Consumers have more favorable attitude toward a menu item and higher purchase intention when healthy nutritional information is given. The finding also shows that consumers are willing to pay $1.09 more for a menu item with healthy nutritional information compared to an item with unhealthy nutritional information or without nutritional information. These results provide valuable implications for restaurateurs when charging price premiums for healthy menu items based on the nutritional level provided on the menu. Limitations and directions for future research are also discussed.