Public awareness of healthy food is increasing. Therefore, this study aims to measure the influence of health concerns on the perceived value and quality of restaurants and further investigate the role of these two variables in consumer behavioral intention. The number of respondents obtained was 242, using a nonprobability sampling method with purposive sampling techniques. The respondents’ criteria were consumers who had eaten at healthy food restaurants. The structural Equation Model is an analytical tool used in this study. The finding of this study, the quality of restaurants positively affects consumers' behavioral intentions toward healthy food while perceived value did not have an influence on behavior intention. Further research can further quantify the role of other variables that are thought to influence consumers' desire to consume healthy foods such as food quality, servicescape, and ambiance of restaurants that serve healthy food.
Oleh :
Luki Adiati Pratomo
