Exploring Dishware Influences on Product Evaluation, Willingness to Pay, and Restaurant Type

Abstract

This exploratory study empirically examined the influences of dishware on consumers’ product evaluation and foodservice perceptions. The results indicate that consumers have the tendency to associate food served in dishware of different materials with different types of restaurants. Most importantly, dishware materials could have an impact on consumers’ product evaluation. Product evaluation was higher when the food was served in a ceramic plate than in a paper plate. Dishware materials were also found to affect willingness to pay and such effect was mediated by product evaluation. Implications for restaurants are discussed.

KEYWORDS:

• dishware
• product evaluation
• willingness to pay
• restaurant type