The purpose of this study is to explore consumers’ behavioral intention toward ethnic restaurants with an emphasis on perceived healthfulness. It involves two distinct studies, each designed to assess whether perceived authenticity antecedes the positive effect of perceived healthfulness and to explore the moderating role of unfavorable calorie disconfirmations in this relationship.
Data are gathered from 786 to 792 US consumers for studies 1 and 2, respectively. The PROCESS model is used to test the interrelationships among perceived healthfulness, perceived authenticity, unfavorable calorie disconfirmation and behavioral intention.
The findings indicate that perceived healthfulness serves as a partial mediator in the relationship between perceived authenticity and behavioral intention. Additionally, the association between perceived authenticity and perceived healthfulness is attenuated when consumers encounter unfavorable calorie disconfirmation.
This study presents a comprehensive framework that illustrates how healthfulness perceptions influence behavioral intentions toward ethnic restaurants. It uniquely links perceived healthfulness with other important factors such as perceived authenticity and unfavorable calorie disconfirmation, offering a new perspective on the decision-making process in ethnic dining.
