The Effect of Vegetarian Items in Restaurant Menus on Consumer Behavior

Abstract

The aim of this study; The aim is to explain how the presence of vegetarian menu items in restaurants affects consumers' behavior by investigating the effect of vegetarian-friendly menus on consumers' restaurant choices using the theory of planned behavior. In the study, seven hypotheses regarding the relationship between attitudes, subjective norms, perceived behavioral control, past behavior and intention to eat were developed and tested. The participants of the study chose one of the menus "containing no vegetarian items", "containing 20% vegetarian items" or "containing 80% vegetarian items", and filled out a web-based questionnaire based on the menu they chose. The findings show that there is no significant difference in consumers' intention to eat between the menus, and consumers perceive that the menu with 80% vegetarian menu items is more enjoyable than the menu with 20% or no vegetarian items. The results of the research show that restaurants should develop their menu design strategies by considering the vegetarian menu choices of the consumers. While the restaurants offer the consumers the opportunity to make choices in line with their wishes and preferences, with their menus including vegetarian items; they will create a healthier, more reliable and more responsible image.