Consumer's Menu Choices by Providing Nutrition Information and the Moderating Effect of Future Orientation

The aims of this study are: (1) to investigate the effect of providing nutrition information on consumers' menu choices at fast food restaurants and (2) to examine the moderating effect of Future Orientation on the relationship. For this study, three versions of menus (no nutrition information, total calories only, and full nutrition information) were presented to participants by a self-administered Media Lab computer program. Results with 273 participants showed that presenting nutrition information led to healthier menu choices, but the influence of nutrition information on menu choices differed across food categories. Presenting only total calories would be the most effective way of presenting nutrition information to promote consumer's healthier menu choices at fast food restaurants In addition, consumers' future orientation moderated the influence of providing nutrition information on menu choices.