Factors influencing fast food consumption: a case study of University of Venda Students, Limpopo, South Africa

S Rabotata,T L Malatji

doi:10.47577/tssj.v26i1.5176

S Rabotata, T L Malatji

Open Access

https://doi.org/10.47577/tssj.v26i1.5176

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Abstract

Eating fast foods more than twice per week is associated with more weight gain and insulin resistance in otherwise healthy young adults. However many consumers see fast foods as symbols of wealth, progress and well-ordered openness of western society. Studies reveal that fast food consumption is the dominant dietary pattern among children and young adults today. However there is little data on the factors influencing fast food consumption in South Africa. Therefore this research paper focuses on factors influencing fast food consumption in South Africa. This is an empirical data which was obtained using exploratory and descriptive research design. Data was collected through unstructured interview of focus groups. The interview involved a direct interaction between the researcher and a group. Participants reported to use fast foods due to the perceived lack of time to prepare one’s own meal. Fast food consumption was found to be more frequent among participants especially during lunch times. The following findings were recorded as factors influencing fast food: Lack of time, change in living conditions, lack of cooking skills & cooking utensils, fun & cravings, socializing and convenience.

Highlights

Fast foods are one of the world’s fastest growing food types
There are around 50 fast-food chain brands in South Africa, operating out of 5,800 brand outlets. 90% of South African residents live within 5 km of at least one fast food outlet, and almost half of them have a fast food restaurant within 1 km of their homes
The current study indicated that respondents consume fast food because they are unable to prepare tasty foods at the school residence due to lack of knowledge and utensils to prepare such foods

Summary

Introduction

Fast foods are one of the world’s fastest growing food types. South Africans spend close to R2 billion a month on fast food, which represents more than 10% of total discretionary spend. Some households buy take-aways up to three times a week, while others might treat themselves once a month. It all depends on income level and proximity to a fast food outlet. There are around 50 fast-food chain brands in South Africa, operating out of 5,800 brand outlets. 90% of South African residents live within 5 km of at least one fast food outlet, and almost half of them have a fast food restaurant within 1 km of their homes (www.businesstech.co.za). Non-the less, the food habits of youngsters are influenced by many factors such as environment at home, educational environment, availability and accessibility to fast food providers, and social environment in their surroundings In addition, emergence of traits of independence in their eating habits, nutritional educational, divergence of food preferences at home and at fast food outlets and ambience of place for socializing affects their visits and linking of fast food outlets (Goyal and Singh, 2007)

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