RESUMO
Background: Getting consumers to adopt healthier eating habits continues to be a puzzle for marketers and policymakers all over the globe. Nevertheless, research continues to identify factors that can influence consumers' food consumption. Aim: The purpose of this research is to explore how one relatively unexplored factor, namely the cleanliness of the surrounding environment, can affect perceptions and consumption. Methods: An online survey experiment presenting participants with either a clean or dirty environment scenario and asking subsequent questions about their dining experience was utilized. Results: Participants in a clean (vs. dirty) environment perceived their food to be healthier, fresher, and of higher quality, relative to a dirty environment. This effect, in turn, mediated the relationship between condition and perceptions of meal quality. Conclusion: Clean environmental conditions, though not directly related to the food products provided at food venues, can nevertheless have a strong influence on consumers' dining experience.