THE INFLUENCE OF CONSUMER’S HEALTHY EATING LIFESTYLE ON CONSUMER VISIT INTENTION TO A HEALTHY INITIATIVE RESTAURANT IN BANDUNG

• Main Author: Afranabila Dasuki, Aurrel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68393
• Institution: Institut Teknologi Bandung

Lately, more consumers show changes in eating behaviour as they become more healthy. The Covid-19 pandemic pushed this even further, as they became more aware and cautious of their health, thus having a healthier lifestyle such as consuming a nutritionally balanced meal and consuming fruit and vegetables. These changes were marked by the presence of healthy restaurant initiatives in several countries. However, in Bandung, the presence of healthy restaurants is rarely seen, in comparison to the growth of restaurants. Through this research, the author has an objective to find out if a healthy eating lifestyle affects consumers' intention to visit a healthy restaurant. Furthermore, the researcher wants to analyse which restaurant attributes have effects on consumers' intention to visit a healthy restaurant. The research uses a qualitative approach by using interviews and a quantitative approach using a survey. The data were analysed using the open-coding method and PLS-SEM method. The results of this study shows that a healthy eating lifestyle did not significantly affect visit intention towards healthy restaurants. Furthermore, emotions, food quality, availability of nutrition labelling, and price significantly affects the visit intention towards healthy restaurants mediated by perceived value. The results suggested that restaurateurs should consider applying healthy restaurant initiative and focus on improving the healthy attributes such as nutritional information and food quality.