Customer Perception of Calorie Information on Menu Labels in Selected Fast-Food Restaurants in Quezon City
DOI:
https://doi.org/10.5281/zenodo.20301416Keywords:
calorie menu labeling, customer perception, fast‑food restaurants, cognitive response, emotional response, behavioral response, food choice, purchasing decisionAbstract
The increasing prevalence of overweight, obesity, and diet‑related non‑communicable diseases has intensified public health concerns, particularly in urban settings where fast‑food consumption is highly accessible. As a policy response, calorie information on menu labels has been implemented to support informed food choices at the point of purchase. Anchored in Consumer Perception Theory, this study assessed customer perception of calorie information on menu labels in selected fast‑food restaurants in Quezon City, focusing on cognitive, emotional, and behavioral responses and their influence on food choice or purchasing decisions. A quantitative‑descriptive research design was employed. Data were collected from 100 purposively selected fast‑food customers using a structured questionnaire. Descriptive statistics, including frequency distribution, percentage, and weighted mean, were used to analyze respondents’ demographic profiles, levels of perception, and the influence of calorie information on purchasing behavior. Findings revealed that respondents were predominantly young, single, female, and frequent fast‑food visitors. Overall, customer perception of calorie menu labeling was positive across all dimensions. The cognitive response indicated high awareness, understanding, and trust in calorie information, although its consistent application in food selection was sometimes limited by habits and preferences. The emotional response yielded the highest overall perception, demonstrating that calorie labels evoke health concern, motivation, and encouragement toward healthier choices. Behavioral response findings showed that calorie information influenced actual purchasing behavior, particularly in avoiding high‑calorie items and choosing lower‑calorie options. Moreover, calorie information was found to positively influence food choice and purchasing decisions, despite the moderating effect of habitual ordering patterns. The study concludes that calorie menu labeling is an effective informational and behavioral tool that enhances awareness, emotional engagement, and healthier purchasing decisions among fast‑food customers in Quezon City. Recommendations are proposed to improve the clarity, visibility, and utilization of calorie information in fast‑food menus.
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Data sharing is not applicable to this article as no new data were created or analyzed in this study; all data used were obtained from previously published sources as cited in the reference list.
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