Determinants of customers' intention to participate in a Korean restaurant health promotion program: An application of the theory of planned behavior

The purpose of this study was to investigate the effects of personal characteristics and theory of planned behavior (TPB) constructs on the intention to participate in a restaurant health promotion program. In total, 830 adults residing in Seoul were sampled by a multi-stage cluster and random sampling design. Data were collected from a structured self-administered questionnaire, which covered variables concerning demographics, health status and TPB constructs including attitude, subjective norm and perceived behavioral control. A path analysis combining personal characteristics and TPB constructs was used to investigate determinants of the customers' intention. Positive and negative attitudes, subjective norms and perceived behavioral control directly affected the intention to participate. Demographics and health status both directly and indirectly affected the intention to participate. This study identifies personal characteristics and TPB constructs that are important to planning and implementing a restaurant health promotion program.