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Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is created and how product risk decreases as a result of service-brand equity. The purpose of this paper is to explore whether food service-brand equity (i.e. brand awareness and brand image) affects consumer-perceived food value, food physical risk, and brand preference.

In this study, data were collected from steakhouse consumers using a convenience sample (n=386). Structural equation modelling was used to analyse the survey data.

The results reveal that service-brand awareness and brand image produce considerably dissimilar effects on consumer-perceived food value and risk. Brand awareness positively affects consumer-perceived food value but does not influence perceived physical risk. By contrast, brand image negatively influences perceived physical risk and positively affects brand preference, but it does not add perceived value to the food product.

This study is the first to address these concerns, which are essential for understanding the role of service-brand equity in developing food-risk and value perceptions, and brand preference.

This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

The purpose of this study is to propose an integrated model that examines the impact of three elements of foodservice quality dimensions (physical environment, food, and service) on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions.

Data were collected from customers at an authentic upscale Chinese restaurant located in a Southeastern state in the USA via a self‐administered questionnaire. Anderson and Gerbing's two‐step approach was used to assess the measurement and structural models.

Structural equation modeling shows that the quality of the physical environment, food, and service were significant determinants of restaurant image. Also, the quality of the physical environment and food were significant predictors of customer perceived value. The restaurant image was also found to be a significant antecedent of customer perceived value. In addition, the results reinforced that customer perceived value is indeed a significant determinant of customer satisfaction, and customer satisfaction is a significant predictor of behavioral intentions.

The proposed model and study findings will greatly help researchers and practitioners understand the complex relationships among foodservice quality (physical environment, food, and service), restaurant image, customer perceived value, customer satisfaction, and behavioral intentions in the restaurant industry.

This study is the first to develop an integrated model that explicitly accounts for the influence of three restaurant service quality factors on restaurant image and customer perceived value. Using structural equation modeling, this study empirically confirms that the model with the causality from quality, in particular three dimensions of foodservice quality in this study, to restaurant image is superior to the one with causality from image to quality in the context of restaurant.

The purpose of this study is to investigate the effect of fast-food restaurant service quality (compound effect of food quality, physical environment quality and employee service quality) and its dimensions (when acting independently) on customer perceived value, satisfaction and behavioural intentions.

Data was collected from 400 fast-food restaurant customers in Fiji using a public-intercept survey. The study used descriptive and inferential analysis. This research also used backward elimination multiple regressions to test the hypotheses of this study.

The compound effect of fast-food restaurant service quality dimensions on customer perceived value revealed food quality and physical environment quality are significant determinants of customer perceived value, however employee service quality is not. In contrast, the effect of the fast-food service quality dimensions acting independently on customer perceived value revealed the three dimensions are significant determinants of customer perceived value. Results also confirmed that customer perceived value is a significant determinant of customer satisfaction and customer satisfaction is a significant determinant of behavioural intentions.

This study highlights to fast-food restaurateurs and marketers the importance of determining the compound effect of fast-food restaurant service quality dimensions, delivering the right combination of fast-food restaurant service quality dimensions to customers and not singling out dimensions in an attempt to enhance restaurant service quality.

This study makes important contributions towards understanding the compound effect of fast-food restaurant service quality dimensions and the independent effect of these dimensions on the formation of customer perceived value, customer satisfaction and behavioural intentions.

Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference.

A self-administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study.

The empirical results show that attitudes toward visual packaging directly influence consumer-perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference.

This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.

Based on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food traceability system, consumer perceived value and purchase intention. The study also investigates the moderating role of consumer expertise in the relationship between food traceability system and perceived value.

Survey approach is the primary data collection tool, through which a total of 238 useable responses were obtained. Structural equation modelling is employed to examine the hypothesized relationships among all variables.

The findings show that the information quality, perceived reliability and product diagnosticity of food traceability system affect consumer perceived value, and the perceived value and purchase intention are positively associated, while consumer expertise acts as a moderator on the relationship between food traceability system and consumer perceived value.

This study sheds light on how consumer perceived value of food traceability system can enhance their intention to purchase traceable food. It contributes to the theory of customer-delivered value and involvement as well as traceable product marketing strategies. From a managerial perspective, guidelines are provided for traceable food producers and marketers to implement reasonable strategies to attract consumers to purchase and promote the sustainable development of food industry.

The consumption of organic food grows worldwide, increasing the need of studies seeking to understand factors influencing its consumption. To extend the understanding of organic food market, the present research seeks to explore the effect of perceived value on consumer trust and purchase intention in Brazil.

A survey with 274 Brazilian consumers of organic food was carried out. Perceived value was measured through four dimensions: functional, economic, social and emotional. The convergent and discriminant validities of latent variables were confirmed. The relationships among them were tested using structural equation modeling.

The results indicate that functional and emotional values positively affect consumer trust and that only emotional value motivates purchase intention. The trust had no direct influence on purchase intention. Thus, the perceived value is an important aspect in the prediction of trust and purchase intention among Brazilian consumers.

The identified results enlarge the understanding of Brazilian organic food market and consumer behavior and point out some opportunities for future research involving the subject.

This paper aims to examine the effects of perceived authenticity at an independent, full-service mainstream ethnic restaurant and the moderating effects of diners’ cultural familiarity and cultural motivation on the influence of perceived authenticity on perceived value and behavioral intention.

A total of 417 self-administered questionnaires were collected from customers of an independent, full-service Italian restaurant in southeastern USA. The data analysis was performed using structural equation modeling.

Restaurant authenticity has a positive influence on perceived value. Respondents who are more familiar with and interested in Italian culture and food tend to attach more value to the restaurant authenticity. Respondents tend to use authenticity to convey quality judgment of the restaurant.

First, this study advances previous literature on dining authenticity by incorporating cultural familiarity and cultural motivation. Second, this study extends the theoretical framework of perceived quality of ethnic restaurants by connecting authenticity perceptions and quality assessment.

Results suggest that the managers at independent, full-service mainstream ethnic restaurants should focus on the restaurants’ environment and atmospheric authenticity, especially for customers who possess cultural familiarity and cultural motivation, while also ensuring the quality of food and service.

This study makes an initial attempt at studying the role of authenticity in a mainstream ethnic restaurant context and adds to the knowledge of restaurant authenticity from the perspectives of cultural familiarity, cultural motivation and perceived quality.

The purpose of this paper is to investigate whether there is a significant difference in consumer’s attitude and purchase intentions toward organic food and conventional food (non-organic food and non-genetically modified) under the influence of corporate social responsibility (CSR) for environmental protection in the context of global warming and frequent food safety issues.

To understand the triple bottom line(TBL) affect the consumers’ attitude and purchase intentions of organic food and conventional food from the consumer’s point of view, primary data collected via 363 valid questionnaires tested the conceptual model by structural equation modeling (SEM).

The results show that CSR has a significant influence on consumers’ perceived value. Moreover, perceived value is an important factor in affecting consumers’ attitude and purchase intentions. And consumers’ attitude toward environmental concern, food safety concern and CSR also have an indirect effect on purchase intentions.

The findings of the study would help corporations not only pursue economic profit but also keep a balance within the environment and the ecosystem, and serve as a reference to corporations to fulfill CSR for the goal of sustainable management.

As consumers have begun to incorporate health-related values into their purchase decisions, it has become increasingly important for marketers to understand how these belief systems affect the consumption experience. Accordingly, the purpose of this research is to better understand the effects of health concern on consumption behavior in full-service restaurants.

Data were collected from 512 restaurant consumers in the USA. Structural equation modeling was used to test the hypotheses.

The results suggest that for health-conscious consumers, the availability of healthy food significantly affects the evaluation of the consumption experience in terms of both cognitive and affective response mechanisms.

This paper identifies the mediating effects of emotion, perceived value and restaurant quality in the relationship between health concern and behavioral intention. By establishing the respective roles of quality and value, the results contribute a more complete account of the existing model of personal values and behavior, as it pertains to restaurant patronage.

This paper identifies the salience of health concern as a determinant of consumer behavior. Because health concern affects so many different aspects of the healthy dining experience, the results suggest that restaurant marketers need to consider their position in the market for healthy food.

This paper contributes an account of the effects of health concern on the value and quality perceptions that determine, at least in part, the health-conscious consumer’s evaluation of a full-service restaurant experience.