RESTAURANT DINER'S ATTITUDES AND RESPONSES TO A HEALTHY DINING CAMPAIGN

This study examines the impact of a healthy dining campaign on consumer's menu choices. Four restaurant chains operating in the greater San Diego area participated in the "Treat Yourself Well" (TYW) campaign. Menu entrees, which contain at least 2 servings of fruits and/or vegetables and less than 30% calories from fat or less than 20 gram of fat, were identified as healthy items and promoted. The study area was divided into experimental and control region and various promotional activities including paid advertising, public relations, networking with health providers, and in-restaurant and neighborhood promotions were conducted in experimental region. Consumer surveys were conducted in both experimental and control regions at the beginning and towards the end of the campaign. The analysis shows that consumers who were aware of the campaign tend to have more positive beliefs about healthy dining, formed more favorable attitudes towards healthy menu selections, and were more likely to purchase these items. Although consumers seem to understand the importance of healthy dining, they continue to be less willing to adopt these practices. Keywords: Social marketing campaign, reminder and attitude effects, consumer food choices, simultaneous equation model.Social marketing campaign, reminder and attitude effects, consumer food choices, simultaneous equation model., Food Consumption/Nutrition/Food Safety,