Factors Influencing Fast Food Consumption in Malaysia

Part A of the Study's Measures

• Includes demographics like gender, age, education, marital status, and employment status of respondents.
• Also includes information about distance of respondents’ residences from fast food outlets and frequency of fast food visits.

Part B of the Study's Measures

• The independent variable NOT included is Perceived Behavioral Control.

Scale for the Study's Questions

• Respondents used a seven-point Likert scale to answer questions.

Part C of the Study's Measures

• Focuses on attitude towards fast food.

Part D of the Study's Measures

• The primary dependent variable in part D is intention of fast food consumption.

Cronbach’s Alpha for Advertisement Construct

• The Cronbach’s Alpha for the Advertisement construct is 0.887.

Construct with the Highest Number of Items

• The construct with the highest number of items measured is Attitude.

Pearson Correlation Coefficient of 0.855

• A Pearson correlation coefficient of 0.855 indicates a strong, positive relationship between factors influencing fast food consumption and the intention to consume fast food.

Construct with the Lowest Cronbach’s Alpha Value

• The construct with the lowest Cronbach’s Alpha value in the reliability analysis is Subjective Norms.

Significance Level for Attitude and Intention Correlation

• The correlation between attitude and intention of fast food consumption is considered significant at the p < 0.05 significance level.

Number of Items in the Subjective Norms Construct

• The Subjective Norms construct consists of four items according to the reliability analysis.

Pearson Correlation Coefficient for Subjective Norms and Intention

• The Pearson correlation coefficient for Subjective Norms with respect to intentions of fast food consumption is 0.531.

Correlation between Perceived Behavioral Control and Intention

• The correlation between Perceived Behavioral Control and Intention of Fast Food Consumption is significant.

Percentage of Respondents Visiting Fast Food Outlets 1 to 3 Times per Week

• 45.2% of respondents indicated they visited fast food outlets 1 to 3 times per week.

'Excellent' Measure of Internal Consistency

• An 'Excellent' measure of internal consistency in Cronbach’s Alpha values is between 0.90 and 1.00.

Variable with the Highest Cronbach’s Alpha Coefficient Value

• The variable with the highest Cronbach’s Alpha coefficient value is Attitude.

Distance Reported by Most Respondents

• Most respondents reported their fast food outlets being within 5 kilometers from their residence.

Cronbach’s Alpha Value Indicating 'Questionable' Internal Consistency

• A Cronbach’s Alpha value of 0.60 or below indicates a 'Questionable' internal consistency.

Number of Respondents Visiting Fast Food Outlets 1 to 3 Times per Week

• 157 respondents reported visiting fast food outlets 1 to 3 times per week.

Theory of Planned Behaviour

• The Theory of Planned Behaviour primarily explores the relationship between beliefs, attitudes, subjective norms, and behavioral intentions.

Moderating Variable

• The moderating variable identified in the study is advertising.

Factor Influencing Fast Food Purchasing Intentions in Suburban Areas

• Social influences are noted as influencing fast food purchasing intentions in suburban areas.

Cronbach’s Alpha Value Range of Independent Variables

• The Cronbach’s Alpha value range produced by the independent variables in the study is between 0.765 and 0.887.

Role of Advertising in the Fast Food Industry

• According to the study, advertising plays a significant role in promoting fast food consumption and influencing purchase intentions.

Main Antecedent of Behavioral Intentions

• Attitude is considered a main antecedent of behavioral intentions.

Research Gap in Understanding Fast Food Consumption

• A research gap in understanding fast food consumption exists regarding the influence of advertising on intention to consume fast food in suburban areas, taking into account social influences.

Factors Affecting Purchase Intention of Fast Food

• According to the findings, attitude and subjective norms largely affect the purchasing intention of fast food.

Factors Investigated Regarding Suburban Residents

• The study aims to investigate the influence of advertising, social influences, and subjective norms regarding suburban residents' intentions to consume fast food.

Conflicting Variables in Studying Fast Food Consumption

• Social and individual variables are sometimes conflicting while studying fast food consumption.

Focus of Majid et al.'s (2016) Study

• Majid et al. (2016) study primarily focuses on consumer perceptions and dining experiences in the restaurant business.

Concept Addressed by Minton et al. (2018)

• Minton et al. (2018) addresses the concept of sustainable consumption in their exploration.

Topic of Nejati et al.'s (2011) Research

• The main topic of Nejati et al.'s (2011) research is the factors influencing consumer behavior in the fast food industry.

Method Applied by Park and Yang (2012)

• Park and Yang (2012) applied a social network analysis method to study online environmental community members.

Demographic in Patterson et al.’s (2012) Study

• Patterson et al. (2012) study primarily discusses the student demographic regarding fast food consumption.

Pérez-Villarreal et al.’s (2019) Investigation

• Pérez-Villarreal et al. (2019) investigated the impact of advertising and subjective norms on fast food purchase intention in Mexico.

Significant Finding of Pütter (2017)

• Pütter (2017) found that social media significantly influences consumer behavior, especially in relation to food choices.

Unique Relationship Focused on by Raza et al. (2018)

• Raza et al. (2018) focused on the unique relationship between food choices and social media influence in their research.

Factors Influencing Intention to Consume Fast Food in Suburban Inhabitants

• Advertising, social influences, and subjective norms significantly influence the intention of suburban inhabitants to consume fast food.

Demographic with Stronger Peer Influence

• Students showed a stronger influence from peers over family regarding fast food consumption.

Non-Barrier to Fast Food Consumption for Suburban Residents

• Distance was found not to be a barrier to suburban residents consuming fast food.

Role of Advertising in Fast Food Consumption Intention

• Advertising plays a strong role in influencing fast food consumption intention.

Contradiction in the Study's Findings

• The study's findings contradict the notion that students' intentions are solely driven by consumption norms.

Association with Intention to Consume Fast Food

• Attitude, subjective norms, and perceived behavioral control are associated with the intention to consume fast food.

Reason for Fast Food Consumption Despite Distance

• Suburban residents claimed convenience and familiarity affect their fast food consumption despite distance.

Independent Variable Impacting Fast Food Intake Intention

• The study identified advertising as a significant independent variable impacting fast food intake intention.

This study investigates the various factors that influence fast food consumption among suburban residents in Malaysia. Utilizing the Theory of Planned Behavior, the research explores how suburban environments impact consumption intentions and the effects of advertising. Key components such as food quality and health consciousness are also examined in relation to fast food trends.