A Study on Effect of Restaurant Vegan Menu Attribute on Restaurant Satisfaction and Recommendation Intention

Objective : This study was conducted to verify the relationship between the attributes of vegan menus perceived by consumers who have experienced vegan menus in restaurants, restaurant satisfaction, and intention to recommend. Methods : This study conducted an online survey, collected a total of 300 questionnaires, and used 277 of them for statistical analysis. This study used SPSS 24.0 and AMOS 23.0 programs for the statistical analysis and employed confirmatory factor analysis and structural equation analysis for demographic characteristics, general characteristics of the subjects, and reliability and validity verification. Results : All three attributes of vegan menu quality (menu quality, variety, and price) had a significant positive (+) effect on restaurant satisfaction. In particular, variety among the attributes of vegan menus had the most significant influence on satisfaction. In addition, restaurant satisfaction had a significantly positive (+) influence on the intention to recommend. Hence, all hypothesises were verified. Implications : Based on these research results, this study proposed an academically valuable study for vegan menus in the restaurant industry. Moreover, this study contributes to provide various marketing implications using vegan menus in restaurants.