Adopting an Extended Theory of Planned Behaviour to Examine Buying Intention and Behaviour of Nutrition-Labelled Menu for Healthy Food Choices in Quick Service Restaurants: Does the Culture of Consumers Really Matter?

Quick service restaurants (QSRs) are linked to unhealthy food consumption and rising obesity rates globally. Nutrition-labelled menus (NLMs) have been introduced in many countries to help consumers make healthier choices. This study aimed to examine an extended Theory of Planned Behaviour (TPB) model — incorporating attitude towards behaviour (ATT), subjective norms (SNs), perceived behavioural control (PBC), and health consciousness — as predictors of consumers' intentions to buy and recommend NLM items in QSRs, with a cross-cultural comparison between KSA and UK consumers. Among KSA consumers, ATT, SNs, and health consciousness significantly predicted intentions to buy NLM items, while PBC was not significant. Among UK consumers, ATT, PBC, and health consciousness predicted buying intentions, while SNs was not significant. Intention to buy NLM significantly predicted intention to recommend NLM in both countries. Multi-group analysis revealed significant cross-cultural differences in the influence of SNs and PBC on buying intentions and their indirect effects on recommendation intentions. The study was limited by its self-reporting cross-sectional design, reliance on intentions rather than actual behaviour, and data collection from only two countries. Implications suggest that international QSRs and policy makers should consider cultural differences when promoting NLM adoption, and that health consciousness is a key driver across cultures.