Factors Affecting Customers' Intentions to Patronize Healthy Food Restaurants

Abstract

Purpose: Nutrition plays a significant role in preserving health and preventing diseases, as is well-acknowledged and well-documented. Moreover, people are taking charge of their own eating patterns and health attitudes during this time to upkeep a range of nutritional and healthful behaviors. This study aims to determine factors affecting customers' intentions to patronize healthy food restaurants in Greater Cairo. Design/methodology/approach:A quantitative research method was used in this research using a survey questionnaire with customers of health food restaurants in greater Cairo (The number of healthy restaurants is not rated separately in Greater Cairo). A questionnaire survey on 301 random sample of healthy Restaurants' customers has been conducted to determine factors influencing their behavioral intention toward these restaurants using purposive sampling technique for the restaurants, the questionnaire was given to customers of healthy food restaurants hand in hand. Findings: The research results show that lifestyle, food quality, and personal health concerns are the main factors in the formation of customers' behavioral intention toward healthy restaurants.