Empirical Study on Factors Related Attitudes on Fast-Food Consumption among University Students in Malaysia

Lu Man Hong; Kang Yee Ming

doi:10.32503/jmk.v8i3.4156

Lu Man Hong Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Malaysia
Kang Yee Ming Faculty of Hospitality, Tourism, and Wellness, Universiti Malaysia Kelantan, Malaysia

DOI: https://doi.org/10.32503/jmk.v8i3.4156

Abstract

Fast food is a type of cuisine that may be swiftly made and offered to customers at a low cost. Time by time, changes in client demand, such as taste and lifestyle, may be detected, leading to the launch of several new menus by fast food companies to meet customer desire. This has an impact on the attitudes of university students on fast food eating during the period. The purpose of this study is to look at the link between flavour, time savings, and promotion attractiveness, towards university students' attitude about fast food intake. A study comprising 384 respondents from Malaysian colleges was done utilising online questionnaires using Google Form. All data was proceeded by SPSS software 26.0. The findings revealed that the three independent variables are significantly related to dependent variable. This study can help researchers to find out more about fast food and the information provided can be used as reference material in the future.

References

Ariffin, S. K., Ng, F., & Mohsin, A. M. A. (2021). Examining the influencing factors of consumer purchase intention toward fast food with health concerns as a moderator. Journal of Entrepreneurship, Business and Economics, 9(2), 39-71.
Botchwey, N., Jones-Bynes, J., O'Connell, K., Millstein, R. A., Kim, A., & Conway, T. L. (2020). Impact of a youth advocacy policy, systems and environmental change program for physical activity on perceptions and beliefs. Preventive medicine, 136, 106077.
Ghai, A., & Jha, V. K. (2019). Changing Fast Food Trends Of People. PUSA Journal of Hospitality and Applied Sciences, 5, 59-70.
Ghosh, D. (2020). Customer satisfaction towards fast food through online food delivery (OFD) services: an exploratory study. International Journal of Management (IJM), 11(10), 645-658.
Hair Jr, J. F., Page, M., & Brunsveld, N. (2019). Essentials of business research methods: Routledge.
Lee, K., Hyun, J., & Lee, Y. (2022). Fast food consumption value: examining the moderating role of process value. International Journal of Contemporary Hospitality Management, 34(12), 4729-4747.
Liew, J. Y., Razali, N. A. W., Ng, K. H., Boon, J. G., & Sui, C. F. (2021). Generation Zâ€™s purchase intention of fast food: Influential factors unveiled in Kluang, Johor. Paper presented at the AIP Conference Proceedings.
Manggabarani, S., Said, I., Hadi, A. J., Saragih, R., Cristandy, M., & Januariana, N. E. (2020). The effectivity of peer education module on knowledge, attitude, and fast food consumption in adolescents. Journal of Health Promotion and Behavior, 5(1), 35-42.
Mokhtar, M., Yusoff, S., & Muhamad Murad, N. A. (2020). The prevalence of fast food consumption among undergraduates: evidence from Malaysia. Advances in Business Research International Journal, 6(2), 133-143.
Noor, Y. M., Hong, L. M., Nasharuddin, F. M., Hong, K. M., & Aziz, N. (2018). The factor influencing customer preference towards international food and beverage franchise in Malaysia. International Journal of Accounting, 3(12), 25-33.
Pourabassi, A., Fatemi, F.-S., Moghaddam, M. T., Yavari, H., Seyedhosseini, B., & Shams, A. H. (2019). Exploring the Underlying Factors for Fast Food Consumption Behavior among Adolescents: A Qualitative Study. Journal of Nutritional Sciences and Dietetics, 19-25.
Radzak, H. A., Salim, S. N. A., Zaini, M. H. M., Yusoff, E. H. M., Riza, M. I. Y. M., Azhar, A. R. Z., . . . Hashim, H. F. C. (2022). Fast food consumption among adults in Malaysia during COVID-19 lockdown. The International Journal of Medicine and Sciences, 7(1), 35-46.
Saha, S., Al Mamun, M. A., & Kabir, M. R. (2022). Factors affecting fast food consumption among college students in South Asia: a systematic review. Journal of the American Nutrition Association, 41(6), 626-636.
Tunde, O. A., Kuek, T. Y., Mohan, N., Rastogi, G., Bhatt, G., Singh, H., . . . Wardina, A. (2023). Fast-Food Consumption Patterns among University Students: A Case Study of McDonald's in Malaysia. Asia Pacific Journal of Management and Education (APJME), 6(2), 104-115.
Yau, E. K. B., Ping, N. P. T., Shoesmith, W. D., James, S., Hadi, N. M. N., & Loo, J. L. (2020). The behaviour changes in response to COVID-19 pandemic within Malaysia. The Malaysian journal of medical sciences: MJMS, 27(2), 45.