Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food
We highlight the role of fast food awareness and the features affecting the intentions of individuals buying it. The fast food industry is developing rapidly, opening new doors for various stakeholders. The objective of the study is to identify the impact of knowledge of fast food on the desire to b...
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| Format: | Article |
| Language: | English |
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Wiley
2021-01-01
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| Series: | Journal of Food Quality |
| Online Access: | http://dx.doi.org/10.1155/2021/9931083 |
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| author | Jian Xue Wenjing Zhang Zeeshan Rasool Mohsin Ali Khan Ahmad Imran Khan Anum Afzal Khan Syed Arslan Abbas |
| author_facet | Jian Xue Wenjing Zhang Zeeshan Rasool Mohsin Ali Khan Ahmad Imran Khan Anum Afzal Khan Syed Arslan Abbas |
| author_sort | Jian Xue |
| collection | DOAJ |
| description | We highlight the role of fast food awareness and the features affecting the intentions of individuals buying it. The fast food industry is developing rapidly, opening new doors for various stakeholders. The objective of the study is to identify the impact of knowledge of fast food on the desire to buy fast food, study its impact on fast food purchasing intentions, and uncover the effect of fast food attitudes on consumers’ purchasing intentions and intention patterns. Several studies discuss the factors prompting fast food purchases, but convincing findings have not been reported. The previous research did not disclose some significant variables influencing consumers’ fast food-related decisions, namely, knowledge and uniqueness-seeking qualities. The existing studies are centered on connections between facts about fast food and unique consumer traits (independent variables), attitudes toward fast food (mediator), and fast food purchasing expectations (dependent variable). The mediator between attitudes toward fast food and fast food purchasing intentions is family structure. In previous studies, the variables and connections were examined from a different perspective. The study’s data were collected through a questionnaire, and 279 consumers frequenting well-known shops in Pakistan were sampled. To provide statistical evidence, exploratory factor analysis, confirmatory factor analysis, and multigroup moderations were performed. Knowledge of fast food and uniqueness-seeking characteristics were relevant both directly and through mediation when predicting fast food purchasing intentions. The hypothesized direction between attitudes toward fast food and fast food purchases was also significantly moderated by family structure. This study is the first of its kind and helps identify the fast food purchasing behaviors of consumers in developing countries. The shift from joint family systems to a nuclear family model is a particularly important change in the social experience of food. |
| format | Article |
| id | doaj-art-7e0c86bf6b874491b2f98ef5ae523243 |
| institution | Kabale University |
| issn | 0146-9428 1745-4557 |
| language | English |
| publishDate | 2021-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Journal of Food Quality |
| spelling | doaj-art-7e0c86bf6b874491b2f98ef5ae5232432025-02-03T05:45:57ZengWileyJournal of Food Quality0146-94281745-45572021-01-01202110.1155/2021/99310839931083Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast FoodJian Xue0Wenjing Zhang1Zeeshan Rasool2Mohsin Ali Khan3Ahmad Imran Khan4Anum Afzal Khan5Syed Arslan Abbas6School of Economics and Management, Shaanxi University of Science and Technology, Xi’an 710021, ChinaSchool of Economics and Management, Shaanxi University of Science and Technology, Xi’an 710021, ChinaSchool of Economics and Management, Shaanxi University of Science and Technology, Xi’an 710021, ChinaNational University of Modern Languages, Multan Campus, Islamabad, PakistanPutra Business School, University of Putra (UPM), Serdang 43400, Selangor, MalaysiaPutra Business School, University of Putra (UPM), Serdang 43400, Selangor, MalaysiaFaculty of Business,Law,and Social Sciences, Birmingham City University, 4 Cardigan Street, Birmingham, UKWe highlight the role of fast food awareness and the features affecting the intentions of individuals buying it. The fast food industry is developing rapidly, opening new doors for various stakeholders. The objective of the study is to identify the impact of knowledge of fast food on the desire to buy fast food, study its impact on fast food purchasing intentions, and uncover the effect of fast food attitudes on consumers’ purchasing intentions and intention patterns. Several studies discuss the factors prompting fast food purchases, but convincing findings have not been reported. The previous research did not disclose some significant variables influencing consumers’ fast food-related decisions, namely, knowledge and uniqueness-seeking qualities. The existing studies are centered on connections between facts about fast food and unique consumer traits (independent variables), attitudes toward fast food (mediator), and fast food purchasing expectations (dependent variable). The mediator between attitudes toward fast food and fast food purchasing intentions is family structure. In previous studies, the variables and connections were examined from a different perspective. The study’s data were collected through a questionnaire, and 279 consumers frequenting well-known shops in Pakistan were sampled. To provide statistical evidence, exploratory factor analysis, confirmatory factor analysis, and multigroup moderations were performed. Knowledge of fast food and uniqueness-seeking characteristics were relevant both directly and through mediation when predicting fast food purchasing intentions. The hypothesized direction between attitudes toward fast food and fast food purchases was also significantly moderated by family structure. This study is the first of its kind and helps identify the fast food purchasing behaviors of consumers in developing countries. The shift from joint family systems to a nuclear family model is a particularly important change in the social experience of food.http://dx.doi.org/10.1155/2021/9931083 |
| spellingShingle | Jian Xue Wenjing Zhang Zeeshan Rasool Mohsin Ali Khan Ahmad Imran Khan Anum Afzal Khan Syed Arslan Abbas Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food Journal of Food Quality |
| title | Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food |
| title_full | Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food |
| title_fullStr | Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food |
| title_full_unstemmed | Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food |
| title_short | Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food |
| title_sort | purchasing intentions toward fast food the mediating role of consumer attitudes toward fast food |
| url | http://dx.doi.org/10.1155/2021/9931083 |
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