DETERMINANTS OF YOUNG MALAYSIAN ADULTS’ FAST FOOD PURCHASING INTENTION

Abstract

This paper extended the theory of planned behaviour model to fast food buying scenario among young Malaysian adults. Several factors constituted to the development and maintenance of attitude were tested and the influences of attitude, subjective norm and perceived behaviour control on purchase intention were further examined. A total of 210 valid responses were used. Malaysian young adults were found to stress more on the convenience aspect in forming their attitude while relying more on affective attitude to form buying intention. The impact of mood on attitude was introduced and the findings indicated that mood has significant impacts on both affective and cognitive attitudes. Both descriptive norm and injunctive norm were significance to purchase intention implying the influences of social approval and acceptance in fast food buying. Even though the influence of perceived control was weak, self-efficacy was strong in predicting fast food purchasing intention. The findings help marketing practitioners and academicians in planning for more effective societal marketing strategies to promote a healthy diet among young adults.