AI Article Synopsis
- Getting consumers to adopt healthier eating habits is challenging, but researchers are investigating various factors that influence food choices.
- An online survey experiment revealed that participants in a clean environment perceived their food as healthier and of higher quality compared to those in a dirty environment.
- This perception influenced their overall dining experience, highlighting the importance of cleanliness in food venues even if it doesn’t directly relate to the food itself.
Article Abstract
Getting consumers to adopt healthier eating habits continues to be a puzzle for marketers and policymakers all over the globe. Nevertheless, research continues to identify factors that can influence consumers' food consumption. The purpose of this research is to explore how one relatively unexplored factor, namely the cleanliness of the surrounding environment, can affect perceptions and consumption. An online survey experiment presenting participants with either a clean or dirty environment scenario and asking subsequent questions about their dining experience was utilized. Participants in a clean (vs. dirty) environment perceived their food to be healthier, fresher, and of higher quality, relative to a dirty environment. This effect, in turn, mediated the relationship between condition and perceptions of meal quality. Clean environmental conditions, though not directly related to the food products provided at food venues, can nevertheless have a strong influence on consumers' dining experience.
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| http://dx.doi.org/10.1177/02601060241273602 | DOI Listing |
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