Does Food Consumption Habits Have an Effect on Menu Choice? A Study on Hotel Customers in Star-Rated Hotels in Nakuru County, Kenya

Authors

  • Stella C. Barsulai
    University of Eldoret, Department of Hotel and Hospitality Management P.O Box 1125-30100, Eldoret - Kenya
  • Mildred J. Limo
    The Eldoret National Polytechnic, Department of Hospitality and Institutional Management PO. Box 4461-30100, Eldoret - Kenya

Abstract

Purpose: This study aimed to assess the influence of healthy food consumption habits on menu choice among customers in star-rated hotels in Nakuru County, Kenya. The study was guided by the Food Choice Process Model and the Theory of Planned Behaviour.


Material/methods: The study adopted an exploratory research design. Data were collected using a closed-ended questionnaire and analysed using the Statistical Package for Social Sciences (SPSS) version 26.0. Hypotheses were tested at p ≤ 0.05.


Findings: Healthy food consumption habits explained 15.8% of the variation in customer menu choice. Further, healthy food consumption habits (β = 0.398, p = 0.000) had a positive and statistically significant influence on customer menu choice.


Conclusion: The study concludes that healthy consumption habits are shaped by seasonal availability and demand for fresh foods on menus, as consumers increasingly pay attention to diet and health. Traditional or indigenous foods are receiving growing attention due to increased awareness of their potential contribution to better health and sustainable diets. Customer menu choice is important for shifting consumption habits and shaping healthier behaviours.


Value: The study provides empirical evidence that healthy food consumption habits significantly influence menu choice among customers in star-rated hotels in Nakuru County, Kenya. It offers practical guidance for hotel managers to align menus with health-oriented preferences by incorporating seasonal fresh options and traditional/indigenous foods.