The purpose of this research is to explore the relationships among food healthiness, price fairness, and loyalty in the context of Subway sandwich restaurants. Another objective of this study is to examine the moderating effects of temperature, personalization, and eco-friendly packaging on the relationship between food healthiness and loyalty. To achieve these objectives, an online survey was conducted. Data were analyzed based on 283 valid responses collected from consumers in the U.S. market. The findings indicate that food healthiness positively influences both price fairness and loyalty. In addition, price fairness exerts a positive effect on loyalty. Furthermore, the results empirically confirmed the significant moderating roles of temperature, personalization, and eco-friendly packaging. This research holds significance in that it empirically clarifies the relationships among the six variables through the case of Subway, providing meaningful marketing insights into consumer perceptions and loyalty in the food service industry.
Sun et al. (Tue,) studied this question.