When organic food choices shape subsequent food choices: The interplay of gender and health consciousness

In response to the increasing demand for organic food, restaurants have begun to add such options to their menus. To illuminate the impact of organic food choices in a restaurant context, this research examines the joint effect of an initial organic food choice, gender and health consciousness on subsequent food choices (healthy vs. unhealthy). The findings suggest that males with low levels of health consciousness are more likely to choose unhealthy options when their initial choice is organic (vs. conventional). Such a tendency is attenuated among males with high levels of health consciousness. Conversely, females with low (vs. high) levels of health consciousness are more likely to choose unhealthy options regardless of their initial choice. Theoretical and managerial implications are discussed.