Effect of a restaurant hygienic grade certificate program on consumer choices

BACKGROUND/OBJECTIVES: The recent coronavirus disease 2019 pandemic has brought to light issues regarding personal and environmental cleanliness. Individuals may have concerns about cleanliness at food service establishments when they consume food prepared at a restaurant. In Korea, a new restaurant hygienic certificate system was implemented in 2017. The effect of this new system has not been evaluated. SUBJECTS/METHODS: This study investigated consumers' perceptions of these new certificates using the protection motivation theory (PMT). An online survey was conducted to collect data and then exploratory factor analysis, analysis of variance, and multiple regression tests were run. RESULTS: The results of this study indicate that 3 different certificates had significant differences in threat (P < 0.001) and benefit (P < 0.001) perception. However, experience with a foodborne illness from a restaurant did not effect on the PMT variables. In addition, the 3-tier certificate did not motivate consumers to protect themselves against foodborne illnesses, while previous experiences of foodborne illness (P < 0.05), coping (P < 0.001), and benefits (P < 0.01) affected this protection motivation. CONCLUSIONS: This study suggests that consumers were not influenced by different certificate levels regarding their motivation to protect themselves from foodborne illnesses. Therefore, an improved plan should be initiated to clarify the meaning of these certificates. The results of this study can help the application and development of a new system for future adaptations.