Healthy Food Awareness, Behavioral Intention, and Actual Behavior toward Healthy Foods: Generation Y Consumers at University Foodservice

Abstract This study examined relationships among healthy food awareness, behavioral intention toward healthy foods, and actualbehavior of Generation Y consumers. This study hypothesized that Generation Y consumers are aware of healthy foods andmore likely to eat healthy foods while avoiding junk foods. According to structural equation modeling, all hypothesized pathswere statistically significant, meaning that the three constructs in the model showed positive relationships with each other.Results showed that this group of college students is generally aware of healthy foods and have positive intentions towardhealthy food choices. Therefore, university foodservice management needs to continue to improve their menus in order toattract this new generation of college student consumers.Key Words: Healthy food awareness, behavioral intention, Generation Y, university foodservice I. Introduction In the United States university foodservice is one of thelargest sectors of the foodservice industry, and the market isgetting considerably larger in terms of the number ofpotential consumers (Andaleeb & Caskey 2007; Kim et al.2004; Knutson 2000; Seo et al. 2012). According to a reportby the U.S. Census Bureau (2010), there were approximately19 million college students in 2008, indicating 22% increasefrom 2000. These numbers imply that there is an increasingdemand in university foodservice. A recent study by Technomicshowed that 62% of college/university students purchasedfood or beverages from on-campus foodservice at least oncea week (Technomic 2011). According to the report, collegestudent consumers are concerned with healthy food, such asones low in fat, calories, and sodium; meanwhile, increasingtheir interest in healthy, or eco-friendly, foods broughtchanges to university foodservice at students’ respectiveschools (Jang et al. 2011; Lee et al. 2013). The definition of the term “healthy foods” has not beenclearly settled and varies depending on the source andcontext. According to the FDA (Food and DrugAdministration 2013), food that is low in fat, limited in theamount of sodium/cholesterol it contains, and food thatprovides a certain amount of nutrients is considered to be“healthy food. ” One challenge for university foodservicenow is that most consumers are Generation Y or Millennials,(people born between the mid-1970s and 1990s). Mostcollege students are Generation Ys. These consumers aresophisticated, eating out frequently, and willing to pay extrafor better foods/service; therefore, in order to successfullymarket to this generation, university foodservice operatorsshould understand college students’ behavioral intention andhow to satisfy them (Kim, 2013; Lee & Kim 2012). Thegeneral awareness of healthier food that dominated the 1990shas led to greater menu choices in foodservice for bothbusiness and industry. Kwon et al. (2010) defined a healthymenu item as “a menu item with an increased nutritionalvalue or decreased health risk attributed to a change of foodingredients or cooking methods. ” Generally speaking, healthymenus are now being provided with more varied choicesincluding low-fat and lowered-calorie menu options. Thus,the foodservice industry is examining new ways of exploitingmarket opportunities to satisfy their customers.Even though there is some research regarding healthyfoods in university foodservice, behavioral intention toward