Fast Food Consumption Habits of University Students in Sri Lanka

Abstract

This research investigates the factors influencing fast-food consumption among university students in Sri Lanka, considering the economic challenges and prevalence of this dietary trend. The study draws on established definitions of fast food, emphasizing the interchangeability of the terms "fast food" and "junk food," with a crucial distinction that not all fast foods are inherently unhealthy. Notably, the research explores the nutritional implications of fast food consumption, highlighting the findings and addressing the changing eating patterns identified by previous studies. The study is driven by the evolving trend among Sri Lankan university students, mainly during the economic crisis, where the younger population, determined by economic constraints, turns to inexpensive fast food options available within university canteens. The research aims to observe and analyze the factors influencing this consumption pattern. The materials and methods involve demographic analysis through an online questionnaire, encompassing both closed-ended and open-ended questions. The survey targets 265 undergraduates, revealing a significant preference for fast food, particularly during lunchtime. The study employs factor analysis techniques, with a focus on the principal components factor (PCF), to interpret the motivations behind students' fast food choices. The analysis identifies four key factors influencing fast food preferences: the relation between product quality and pricing, ease of convenience, offerings and customer service, and time constraints and limitations. The conclusion synthesizes the findings, emphasizing the nuanced understanding gained through factor analysis regarding the complex motivations behind university students' fast food consumption. The research contributes valuable insights for stakeholders in academia, the fast-food industry, and policymakers. Recommendations are personalized to the Sri Lankan context, proposing strategies such as local nutritional awareness campaigns, promoting local fast-food alternatives, incorporating cultural sensitivity in marketing, establishing university canteen guidelines, fostering community engagement, and supporting sustainable agriculture initiatives.