Restaurant Healthy Food Quality, Perceived Value, and Revisit Intention: Testing a moderating role of green customers in South Korea

This study is designed to explain how restaurant healthy food quality is related to repeat patronage intention. The results indicate that perceived value mediates the positive relationship between the restaurant healthy food and revisit intent. In other words, restaurant healthy food quality increases perceived value in the diner’s mind, which in turn results in a higher level of revisit intent. This study also finds green customers are more sensitive to restaurant healthy food quality attributes. For higher green customers, restaurant healthy food quality shows a stronger, positive relationship with repeat patronage intention than for low green customers. Managerial implications are discussed based on the findings for industry practitioners.