Further exploration into Restaurant Food Choices By Moms

ABSTRACT

In a previous article entitled “Restaurant Food Choices by Moms: An Exploratory Study,” the impact of externalities and overlapping factors on food choices was discussed. To complete the picture of what affects Moms’ food choices at restaurants, this article examines the remaining influences: Concurrent and Confirming factors. The role of Moms in influencing others’ purchase decisions was a major theme in the focus group discussions and will be explored in more detail here. One of the most relevant sections is the exploration of how health information and health icons influenced purchase intentions, which fit into the Confirming factors category. As increasing obesity and other health problems explode in the US, numerous groups are seeking ways to encourage healthier eating. One approach to this problem is to target Moms since focusing on them would not only impact their food choices, but also the choices of others in their families, particularly young children.

KEYWORDS:

• Mothers food choices
• health information
• health icons
• restaurants

Disclosure statement

No potential conflict of interest was reported by the author(s).