Kosher labelling in restaurants: Examining the healthy halo effect

Abstract

ABSTRACTThe demand for kosher food has increased remarkably as consumers perceive kosher foods to be healthier and safer options. To identify effective ways to promote consumers’ healthy eating at restaurants, this study investigated influences of kosher labeling on consumers’ perceived healthfulness and purchase intentions toward a menu item. The relative effect of kosher labeling was compared with the effect of nutritional information and the combined effect of kosher labeling and nutritional information. This study also investigated the moderating effect of perceived restaurant image on menu healthfulness. The results showed that kosher labeling effects on perceived healthfulness and purchase intentions hold only when combined with nutritional information, and this combined effect was more salient for restaurants with a less healthful brand image.