The Relationship between Perceived Health, Health Attitude, and Healthy Offerings for Seniors at Family Restaurants

Abstract

Customer behavior—particularly regarding restaurant patronage—is heavily influenced by health concerns, and this influence appears to be particularly strong among older consumers (often called the “senior market segment”). Because the restaurant industry is strongly affected by customers’ health priorities, the purpose of this study was to investigate how senior customers’ health status and attitudes influence their family restaurant patronage and menu choices. Using the Health Perceptions Questionnaire and the Perceived Health Competence Scale, 321 respondents indicated their health status and attitudes. The overall results of this study revealed that health status and health attitude for seniors were positively correlated with health-related family-restaurant-selection criteria. The results also showed that senior customers who have a positive health attitude are willing to pay more money for their healthy menu items.