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Hyun-Woo (David) Joung,Eun Kyong (Cindy) Choi,Joo Ahn,Hak-Seon Kim 한국식생활문화학회 2014 韓國食生活文化學會誌 Vol.29 No.4
This study examined relationships among healthy food awareness, behavioral intention toward healthy foods, and actual behavior of Generation Y consumers. This study hypothesized that Generation Y consumers are aware of healthy foods and more likely to eat healthy foods while avoiding junk foods. According to structural equation modeling, all hypothesized paths were statistically significant, meaning that the three constructs in the model showed positive relationships with each other. Results showed that this group of college students is generally aware of healthy foods and have positive intentions toward healthy food choices. Therefore, university foodservice management needs to continue to improve their menus in order to attract this new generation of college student consumers.
Joung, Hyun-Woo David,Choi, Eun Kyong Cindy,Ahn, Joo,Kim, Hak-Seon Korean Society of Food Culture 2014 韓國食生活文化學會誌 Vol.29 No.4
This study examined relationships among healthy food awareness, behavioral intention toward healthy foods, and actual behavior of Generation Y consumers. This study hypothesized that Generation Y consumers are aware of healthy foods and more likely to eat healthy foods while avoiding junk foods. According to structural equation modeling, all hypothesized paths were statistically significant, meaning that the three constructs in the model showed positive relationships with each other. Results showed that this group of college students is generally aware of healthy foods and have positive intentions toward healthy food choices. Therefore, university foodservice management needs to continue to improve their menus in order to attract this new generation of college student consumers.