The effect of core menu attribute, green menu background, and gender on consumers’ attitudes toward korean dishes

ABSTRACT

Given the healthy eating trends and the growing popularity of Asian cuisines in the USA, this research investigates the interaction effect of gender and two types of health cues, namely core menu attribute (perceived healthiness-chicken vs. beef) and menu background color (green vs. white) on consumer attitudes toward Korean dishes. Our findings indicate that pairing a chicken dish with a green menu background leads to highly favorable attitudes among females. Males, on the other hand, exhibit similar attitudes toward chicken and beef dishes with a green background. Such gender differences are attenuated with a white (neutral) menu background.

KEYWORDS:

• Green menu background
• menu healthiness
• gender differences
• congruency effect
• Korean Cuisine

Additional information

Funding

This work was supported by the Marriott Foundation