Abstract
The purpose of this study is to investigate customers’ health perceptions of individual fast food menu items, according to their nutrition knowledge and health consciousness. The findings show that individual fast food menu items were perceived differently by respondents according to healthfulness. In addition, even though there were not significant differences for all fast food restaurants’ meals, generally, respondents who have high nutrition knowledge scores and have high health consciousness are more critical than their counterparts with regard to the ratings of individual fast food menu items according to healthfulness.
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