Abstract
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.
Highlights
Various studies and a relatively large body of literature allude to the conditions contributing to fast food purchasing decisions, but consistent, compelling results have not yet been presented. e previous investigations did not identify any significant variables related to knowledge or the search for high quality that affected the fast food-related decisions of customers
Is section begins with the background of the study and it involves a discussion of the importance of awareness and connections between planned variables, i.e., knowledge of fast foods, the modification of search behaviors, assertiveness about the direction of nutrition, and goals related to fast foods
Research Purpose. e goal of this study is to investigate the effect of awareness, attitudes, social influences, and family structure on purchasing intentions related to fast food (Figure 1)
Summary
Is section begins with the background of the study and it involves a discussion of the importance of awareness and connections between planned variables, i.e., knowledge of fast foods, the modification of search behaviors, assertiveness about the direction of nutrition, and goals related to fast foods. Supplementary research by Ottman (1993) has assessed consumption goals for green crops, and Feldman and Lynch (1988) deliberated the aims for vehicle purchases; purchasers’ intent concerning fast foods is still especially underexplored in emerging countries like Pakistan. E present paper may aid in discovering the consumer characteristics related to the decision to purchase fast foods. E importance of the paper depends on presenting the practical effects of the information and the variations in the characteristics that affect the purchase of fast food items. Cause modifications in the behavior of consumers regarding fast food. is paper will help marketing teams prepare good advertising campaigns to market fast food items effectively
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