THE IMPACT OF HEALTH VALUE ON FOOD CHOICE IN RESTAURANT CUSTOMERS: A COMPARISON IN TERMS OF BODY-MASS INDEX (BMI)

Abstract

The best method to maintain a healthy life is healthy food choice. As for the healthy food choice itself, it is related to placing value on health. The aim of the study is to determine the impact of health value on healthy food choice in restaurant customers. The data were gathered through a questionnaire, which was developed based on the literature review. The questionnaire was conducted on 01.05-31.07.2018 on restaurant customers between the ages of 20-69, who lived in Kayseri, and dined out at least once a year. Quota sampling was employed in the implementation of the survey on the basis of towns and age groups. A total of 1286 surveys were analysed via factor, regression and variance analysis, as well as single sample t-test. Health value had a positive impact on healthy food choice among the underweight participants (β: 0,339), the participants with normal weight (β: 0,143), the overweight participants (β:-0,684), and the participants with the 1st degree of obesity (β: 0,152) while it had a negative impact on healthy food choice among the participants with the 2nd degree of obesity (β: 0,162). As for the participants with the 3rd degree of obesity, health value was found out to have no impact on healthy food choice.