Fast Food Consumption Behavior among University Students

International Journal of Research and Innovation in Social Science (IJRISS) | Volume II, Issue XII, December 2018 | ISSN 2454–6186

Fast Food Consumption Behavior among University Students

I.N. Syafiqah¹, R. Normala² , C. Azlini³, Z.M. Lukman⁴, M.Y. Kamal⁵

^1,2,3,4,5Faculty of Applied Social Sciences, Universiti Sultan Zainal Abidin, Kuala Nerus, Terengganu, Malaysia

Abstract—This paper reports on the study that addressed the issue of ultimate fast food consumption behavior among students of Universiti Sultan Zainal Abidin (UniSZA). Fast food intake is a common tendency nowadays as its popularity has becoming a thing among Malaysians. Many fast food restaurant chainshave grown rapidly following the high demand from the society in fulfilling the need for today’s community lifestyle. A total of three hundred and twenty respondents are involved in this study. This study uses descriptive analysis to determine fast food consumption behavior of the respondents and the findings showed that the majority of respondents who consumed fast food are 77.5% female students compared to 22.5% male students. The behavior of fast food ingestion is also influenced by a moderate price factor for about 72%. This suggests that 93% of the respondents are very fond of eating fast food. Additionally, there are only 5% of the respondents who bothered to check the nutrition labels before purchasing fast food. The results also illustrate that the majority of respondents, rated as high as 99%, often consume fast food as frequent as 1-5 times a week.

Keywords—Behavior, consumption, fast food, students, UniSZA

I. INTRODUCTION

Following the modernization of the society, fast food consumption has become more than just a food to consume but rather a lifestyle trend, particularly among students, that needed to be followed [1]. Although society is conscious that fast food consumption can be harmful, the fast-tracked fast-food tactic of the media has managed to overtake consumers through dazzling advertisements and offers that are enthralling to watch, diverting them from realizing the negative effects of overconsuming fast food [2].

Read More