Food Purchases Research Articles

From clicks to cravings: exploring consumer perceptions of online fast food purchasing

PurposeThis study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.Design/methodology/approachA quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.FindingsThe findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.Research limitations/implicationsA constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.Originality/valueThe research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

Enhancing Food and Nutrition Literacy: A Key Strategy for Reducing Food Waste and Improving Diet Quality

Excessive food purchases, improper storage, incorrect food preparation, and the disposal of non-expired products contribute significantly to household food waste. Food and nutritional literacy can, therefore, be linked to household food waste and not just to diet quality. Consumers with high food literacy appear to better organize their food shopping and waste less than people with low food literacy. Different studies have demonstrated the association between high nutritional literacy, healthy eating habits, and a high amount of food waste, represented by highly perishable products. The relationship between a high-quality diet and food waste is mainly attributable to the consumption of fruit and vegetables, while an unhealthy diet is associated with fewer leftovers due to the high consumption of ultra-processed foods with a long shelf life. Social and economic conditions influence the effects of literacy on the production of domestic food waste. Many studies have reported that low-income individuals rarely waste food, while richer ones tend to produce more leftovers. The challenge for the scientific, educational, and health policy sectors is to promote the consumption of fresh, healthy, and inexpensive foods, especially in the most disadvantaged segments of the population, and at the same time, provide the knowledge necessary to limit the production of household waste.

Organic Farming in Agricultural Practices: A Review

Creating sufficient food to address the issues of a developing populace has forever been the biggest worry of food strategy creators all over the planet. The review showed that the main benefits of organic farming are ecological insurance and a higher flexibility to natural changes, expanding ranchers' pay and lessening outside input cost, upgrading social limit and expanding work open doors. As well as upgrading food security essentially by expanding the food buying force of nearby individuals. Notwithstanding, the fundamental difficulties of this food creation framework incorporate lower yields in contrast with traditional frameworks, challenges with soil supplement the board, confirmation and market obstructions, and the instructive and research necessities of little holders. The paper infers that despite the fact that OF could introduce a few huge difficulties to limited scope ranchers, it could/ ought to enhance the overall soil health.

Exploring food purchase decisions in food insecure households: An exploratory qualitative study in an emerging Latin American country

An in-depth understanding of how citizens make their food choices is necessary to develop targeted strategies to promote healthier dietary habits. However, studies with vulnerable populations in non-WEIRD (Western-Educated-Industrialized-Rich-Democratic) societies are still scarce. In this context, the present study aimed at exploring the food purchase decisions of adults in charge of children and adolescents living in households experiencing food insecurity in Uruguay, an emerging Latin American country. Semi-structured interviews were conducted with beneficiaries of food assistance programs from both the state and civil society in four Uruguayan cities. The transcripts were analyzed using content analysis based on inductive coding. Three main themes related to food purchase decisions were identified: frequency of food purchasing, food purchase locations, and motives underlying food choice. Income was identified as the key determinant of food choice. Participants reported experiencing challenges for managing their limited household budget, struggling to purchase food throughout the month. They relied on an intricate set of multiple strategies to maximize the quantity of foods they can purchase with their limited household budget. Despite extreme focus on the immediate lack of money, food purchase decisions seemed to be highly rational, instead of driven by automatic or impulsive processes. Results have relevant implications for the development of strategies to promote healthier eating patterns among socioeconomically vulnerable sectors of the population in Uruguay and similar settings.

The impact of the cost of living crisis and food insecurity on food purchasing behaviours and food preparation practices in people living with obesity

Lower income households are at greater risk of food insecurity and poor diet quality than higher income households. In high-income countries, food insecurity is associated with high levels of obesity, and in the UK specifically, the cost of living crisis (i.e., where the cost of everyday essentials has increased quicker than wages) is likely to have exacerbated existing dietary inequalities. There is currently a lack of understanding of the impact of the current UK cost of living crisis on food purchasing and food preparation practices of people living with obesity (PLWO) and food insecurity, however this knowledge is critical in order to develop effective prevention and treatment approaches to reducing dietary inequalities. Using an online survey (N = 583) of adults residing in England or Scotland with a body mass index (BMI) of ≥30 kg/m2, participants self-reported on food insecurity, diet quality, perceived impact of the cost of living crisis, and their responses to this in terms of food purchasing behaviours and food preparation practices. Regression analyses found that participants adversely impacted by the cost of living crisis reported experiencing food insecurity. Additionally, food insecurity was associated with use of specific purchasing behaviours (i.e., use of budgeting, use of supermarket offers) and food preparation practices (i.e., use of energy-saving appliances, use of resourcefulness). Exploratory analyses indicated that participants adversely impacted by the cost of living crisis and who used budgeting had low diet quality, whereas use of meal planning was associated with high diet quality. These findings highlight the fragility of food budgets and the coping strategies used by PLWO and food insecurity during the cost of living crisis. Policy measures and interventions are urgently needed that address the underlying economic factors contributing to food insecurity, to improve access to and affordability of healthier foods for all.

Sweet home or battle of the sexes: who dominates food purchasing decisions?

By analysing big data collected from 1990 to 2017 on the consumption behaviours of men and women living alone and in heterosexual couples in Switzerland, we classified 75 food items in terms of their consumption within couple versus single households. We defined and quantified the gender dominance exhibited in the food purchasing activities of couples. Our results showed that to form consumption of couples, the average consumption of single women weighted 0.6, while that of men weighted 0.38. In addition, couples were found to consume more drinks and pricier foods than singles. Our findings span various areas, including the socioeconomics of food, food choice, social eating, gender power, eating behaviour and population and consumer studies. The robustness of the findings may be validated for other countries and cultures, and the findings may be of interest to researchers from various fields.

Reformulation of processed foods: Mixed effects on salt and saturated fatty acids intake in France

AbstractEncouraging the food industry to reformulate their products is a possible public intervention to improve diet quality. In this paper, we assess the impact of food reformulation on per capita salt and saturated fatty acids (SFAs) intake, in France, for four product categories, namely, potato chips, fresh pizzas, frozen pizzas, and frozen meals, taking into account the changes in products' nutritional quality and consumer choices. Nutrient intake is calculated by matching data on food purchases and nutritional data, collected at the same date. An algorithm is run to disentangle the specific effect of food reformulation. We find that food reformulation, which is based on voluntary individual firm choices or voluntary industry‐wide agreement in our case studies, contributes to decrease SFAs and salt intake in seven out of eight cases. However, the magnitude of the impact is moderate, except in the case of potato chips for which a much stronger impact is observed. Product renewal has an ambiguous effect, depending on the nutrient considered. By contrast, changes in consumer behavior increase the intake of SFAs and salt in all cases. Finally, food reformulation generally benefits all consumers equally, regardless of income or age. For food categories with consumption disparities, product reformulation can reduce heterogeneity in nutrient intake across socioeconomic groups, provided that recipes are greatly and widely improved [EconLit Citations: D12, D22, I1].

HOW DO CUSTOMERS PAY FOR THEIR ONLINE FOOD PURCHASES? A Study on the Online Food Purchasers in Bangladesh

This paper investigates the choice of payment methods by online food purchasers in Bangladesh. The objective is to identify the factors influencing the choice of payment methods and factors influencing the choice. Responses are collected from 540 respondents through an online questionnaire survey. Cross-tabulation, frequency analysis, the Chi-square independence test, and binary logistic regression are used for in-depth analysis of the data. Cash on delivery is found to be the most favored method of payment followed by mobile financial services (MFS) and internet banking and/or debit/credit cards. Among the demographic variables, purchasers’ gender showed a significant but weak influence on the choice of payment method. MFSs are the most preferred payment method for men. A larger percentage of women prefer the cash-on-delivery method. The use of debit/credit cards is more prevalent among the female purchasers. Other demographic variables such as household income, age, and profession did not portray any significant influence on the choice of payment method. However, frequent buyers are found to prefer online payment (MFS, card, or internet banking) to occasional buyers. The findings of the study contribute to business literature by shedding light on an inadequately tapped area of research. Factors identified to be significant in the choice of payment methods will help online food traders address issues related to their business process and effectively communicate the improvements they can make. The findings of the study may also instigate the financial service providers to be motivated to focus on educating customers about online payment systems and their built-in security.

Perceived determinants of food purchasing behavior applicable for behavioral change toward sustainable consumption

The paper deals with consumer behavior in the context of sustainable development of society. A questionnaire survey of 732 respondents was used to understand the determinants of food purchasing behavior toward sustainable consumption. The paper identifies the factors that the consumer determines in food purchasing as critical in terms of sustainable consumption and requiring behavioral change toward sustainability in terms of healthy lifestyle, reduction of food wastage, and conscious consumption. Respondents commented on 22 factors and the quantification of their impact on food waste and expressed the strength of opinion on sustainability issues. To evaluate the collected data, PCA factor analysis was used, which defines the importance of each factor by identifying artificial hypothetical variables, which are “Sustainability” and targeted education as appropriate tools for it, “Food usability,” which is a recommendation to producers by food quality, offering new types of food with longer shelf life, as well as “Pricing,” “Quality” and “Convenience.” The authors also sought to understand what measures they take in relation to waste and how they behave toward sustainable consumption and environmental protection. They created 14 content questions on this topic and by using factor analysis, 3 hypothetical variables were created, namely “Sustainable behavior” which expresses a healthy lifestyle, “Thoughtful purchase” which expresses a relationship with environmental protection before purchasing and “Zero waste” which means that the household tries to make additional use of food. Thus, it seeks a use for the food it cannot consume at a given time and creates a supply for other consumers. This behavior is a good prerequisite for achieving a change in consumption behavior. The influence of selected sociodemographic indicators on the frequency of wastage was also investigated using the χ-squared test. The influence of generation and number of children in the household on the frequency of wastage was demonstrated. The results of the analyses on the importance of individual factors and consumer behavior, especially of the young generation, argue for education on sustainable consumption.

Attitude, Subjective Norm, and Perceived Behavioral Control on Halal Food Purchasing Behavior: A Case in Indonesia

This study implements TPB theory with the aim of extending some previous research in order to examine halal food purchasing behavior in Muslim consumers. Data collection was carried out through a questionnaire with purposive sampling technique. This study uses Structural Equation Model (SEM) analysis to determine the effect of the three independent variables on halal food purchasing behavior. The results showed that there is a positive relationship between attitude and purchase intention. Attitude is an important factor in influencing consumer intention to buy halal products. Furthermore, this study also revealed that perceived behavioral control has a significant correlation with intention and satisfaction, because in collectivist cultures such as Muslim cultures, people tend to perceive themselves as interdependent with the group and tend to strive for group rather than personal goals. One limitation is that this study only reaches Halal consumers in Indonesia, especially in the city of Jakarta. Although the sample is limited, the findings from this study can be used to better understand the purchasing behavior associated with the purchase and satisfaction level of halal products.

RESEARCH ON CONSUMERS’ INTENDED USAGE OF COLD CHAIN LOGISTICS SERVICE THROUGH FRESH-FOOD APPS BASED ON THE STRUCTURAL EQUATIONS MODEL

By expanding the theory of planned behavior with Structural Equation Modeling, the objective of the study is to investigate consumer behaviors in the purchasing of fresh food through fresh-food apps and cold chain logistics services usage in Shanghai and Beijing, China. The results showed that the usefulness of the fresh-food apps has a positive impact on consumers’ attitudes to enjoying apps’ cold chain logistics services. However, the ease of use of apps has never had a positive impact on consumers’ attitudes towards enjoying cold chain logistics services. Furthermore, consumers’ attitudes, perceived behavioral control and subjective norm have a positive impact on their intention to use cold chain logistics services via fresh food apps. Findings confirmed that attitude plays a part of mediating role in usefulness and behavioral intention.

Are Caregivers' Feeding Competence and Autonomy Associated with Healthier Restaurant Food Purchases for Their Child at Fast Food or Counter Service Restaurants? A Cross-Sectional Study in a Diverse Sample of U.S. Caregivers.

This study examined the cross-sectional relationship between caregivers' perceived competence and autonomy (as defined by the Self-Determination Theory) and their fast food or counter service restaurant food purchases (side dishes, beverage, and dessert) for their child. A U.S. national convenience sample of caregivers with at least one 3-12-year-old child completed an online survey with questions adapted from the Intrinsic Motivation Inventory that measured perceived competence and autonomy for feeding fruits and vegetables and limiting sugar-sweetened beverages (SSBs) and desserts. The survey included four questions asking about their fast food or counter service restaurant food purchases (side dish, beverage, and dessert). We applied logistic and multinomial logistic regression models to examine the associations between competence or autonomy and restaurant orders. Competence and autonomy were associated with ordering fruits and vegetables as side dishes (OR [95% CI], 1.14 [1.06, 1.24] and 1.09 [1.03, 1.14], respectively). However, higher competence was also associated with ordering desserts at restaurants and higher autonomy was associated with lower odds of ordering water. These findings will inform interventions and programs that aim to support caregivers' psychological needs, like competence and autonomy, to promote supportive environments and healthier restaurant purchases for their children.

Associations between a cash voucher intervention, food consumption, and coping strategies in Somali food-insecure populations

BackgroundThis cross-sectional study aimed to explore the association between cash voucher assistance on building community resiliency and improving food security among 1371 households (HH) living in northern and southern regions of Somalia. The secondary data analysis used endline data from participants in World Vision’s Emergency Food Security Program from May 2018 to May 2019. The participants received unconditional cash vouchers, conditional cash for work vouchers, and nutrition and livelihood trainings. Logistic regression analysis was conducted to explore the association between program interventions and food consumption score (FCS, borderline/poor: 0–35, acceptable: > 35) and reduced coping strategy index (rCSI, acceptable: 0–3, emergency/crisis: 4–56).ResultsA total of 41.5% of all HH that received cash vouchers reported borderline/poor FCS and 71.1% had emergency/crisis rCSI. Utilization of vouchers for food purchase (0.34; 0.23, 0.51) and purchase of more types of food for greater dietary diversity (0.70; 0.55, 0.89) were negatively associated with acceptable FCS. Participants who redeemed cash vouchers were less likely to have an emergency/crisis rCSI (0.68; 0.61, 0.76). Utilization of cash vouchers had a positive association with increased conflict within the HH (2.90; 1.29, 6.48). Participants reporting benefits from improved community rehabilitation through increased check dams were more likely to have acceptable rCSI (2.37; 1.45, 3.89).ConclusionsOur findings suggest that interventions utilizing cash vouchers have to consider contextual factors in calculations of voucher entitlements, increase investment in water management and livelihood skills training, and expand nutrition and livelihood trainings to men and boys to foster women empowerment and improve food security outcomes.

Global positioning system-based food environment exposures, diet-related, and cardiometabolic health outcomes: a systematic review and research agenda

BackgroundGeographic access to food may affect dietary choices and health outcomes, but the strength and direction of associations may depend on the operationalization of exposure measures. We aimed to systematically review the literature on up-to-date evidence on the association between food environment exposures based on Global Positioning System (GPS) and diet-related and cardiometabolic health outcomes.MethodsThe databases PubMed, Embase.com, APA PsycInfo (via Ebsco), Cinahl (via Ebsco), the Web of Science Core Collection, Scopus, and the International Bibliography of the Social Sciences (via ProQuest) were searched from inception to October 31, 2022. We included studies that measured the activity space through GPS tracking data to identify exposure to food outlets and assessed associations with either diet-related or cardiometabolic health outcomes. Quality assessment was evaluated using the criteria from a modified version of the Newcastle–Ottawa Scale (NOS) for cross-sectional studies. We additionally used four items from a quality assessment tool to specifically assess the quality of GPS measurements.ResultsOf 2949 studies retrieved, 14 studies fulfilled our inclusion criteria. They were heterogeneous and represent inconsistent evidence. Yet, three studies found associations between food outlets and food purchases, for example, more exposure to junk food outlets was associated with higher odds of junk food purchases. Two studies found associations between greater exposure to fast food outlets and higher fast food consumption and out of three studies that investigated food environment in relation to metabolic outcomes, two studies found that higher exposure to an unhealthy food environment was associated with higher odds of being overweight.ConclusionsThe current and limited evidence base does not provide strong evidence for consistent associations of GPS-based exposures of the food environment with diet-related and cardiometabolic health outcomes.

Analysing Factors Driving Purchase and Consumption Behaviour Towards Organic Food

Personal health, food safety and environmental concerns significantly contribute to the purchase and consumption of organic food. Several countries, including India, are turning their attention to encouraging organic food farming and purchasing to comply with sustainable development goals. This research identifies and analyses the motivational factors critical to the purchase and consumption of organic food and also extends a roadmap to the food industries for sustainable growth. A list of factors driving the purchase and consumption of organic food was extracted from the literature. Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS), Fuzzy Simple Additive Weighting (Fuzzy SAW) and Borda method are used to prioritize the identified motivational factors followed by the sensitivity analysis to simulate dynamic various market requirements and challenges. The findings substantiate that chemical free, no artificial ingredients, good for body, healthy and awareness about health significantly influence the purchase and consumption of organic food products. To ensure sustainable production and consumption of organic food, it is vital for government policymakers, organizations involved in production, marketing and distribution of the organic food to understand and critically evaluate various factors affecting the purchase and consumption intensions of the consumers.

Unveiling the Path to Purchase: Exploring the Influence of Supply Chain Visibility on Consumer Buying Intentions for Organic Food

There is a considerable lack of information on the food product supply chains in the current consumer-driven environment. Driven by a need for better supply chain visibility, this research, therefore focuses on the consequences of enhanced supply chain visibility towards the consumer's buying decisions for organic food. Additionally, it investigates potential variations in these preferences across two distinct generational cohorts: Millennials (born between 1981-1996) Generation Z (born after 1996) Key factors, including supply chain visibility in terms of the quantity, accuracy, and timeliness of information shared, were incorporated into the analysis. Employing a quantitative methodology using tools including t test, ANOVA, Regression and Correlation, the study shows a positive correlation between the predictors (Quantity, Accuracy, and Timeliness of Information) and the dependent variable (Buying intention) Moreover, the research highlights the consequential impact of timely information dissemination on consumers' purchase intentions. It underscores that not only the accuracy, but also the timely availability and accessibility of information play pivotal roles in shaping consumers' decisions regarding organic food purchases. The findings contribute to a nuanced understanding of the interplay between supply chain visibility and consumer behavior, offering insights that can inform strategies for enhancing the transparency of organic food supply chains.

Real-world nudging, pricing, and mobile physical activity coaching was insufficient to improve lifestyle behaviours and cardiometabolic health: the Supreme Nudge parallel cluster-randomised controlled supermarket trial

BackgroundContext-specific interventions may contribute to sustained behaviour change and improved health outcomes. We evaluated the real-world effects of supermarket nudging and pricing strategies and mobile physical activity coaching on diet quality, food-purchasing behaviour, walking behaviour, and cardiometabolic risk markers.MethodsThis parallel cluster-randomised controlled trial included supermarkets in socially disadvantaged neighbourhoods across the Netherlands with regular shoppers aged 30–80 years. Supermarkets were randomised to receive co-created nudging and pricing strategies promoting healthier purchasing (N = 6) or not (N = 6). Nudges targeted 9% of supermarket products and pricing strategies 3%. Subsequently, participants were individually randomised to a control (step counter app) or intervention arm (step counter and mobile coaching app) to promote walking. The primary outcome was the average change in diet quality (low (0) to high (150)) over all follow-up time points measured with a validated 40-item food frequency questionnaire at baseline and 3, 6, and 12 months. Secondary outcomes included healthier food purchasing (loyalty card-derived), daily step count (step counter app), cardiometabolic risk markers (lipid profile and HbA1c via finger prick, and waist circumference via measuring tape), and supermarket customer satisfaction (questionnaire-based: very unsatisfied (1) to very satisfied (7)), evaluated using linear mixed-models. Healthy supermarket sales (an exploratory outcome) were analysed via controlled interrupted time series analyses.ResultsOf 361 participants (162 intervention, 199 control), 73% were female, the average age was 58 (SD 11) years, and 42% were highly educated. Compared to the control arm, the intervention arm showed no statistically significant average changes over time in diet quality (β − 1.1 (95% CI − 3.8 to 1.7)), percentage healthy purchasing (β 0.7 ( − 2.7 to 4.0)), step count (β − 124.0 (− 723.1 to 475.1), or any of the cardiometabolic risk markers. Participants in the intervention arm scored 0.3 points (0.1 to 0.5) higher on customer satisfaction on average over time. Supermarket-level sales were unaffected (β − 0.0 (− 0.0 to 0.0)).ConclusionsCo-created nudging and pricing strategies that predominantly targeted healthy products via nudges were unable to increase healthier food purchases and intake nor improve cardiometabolic health. The mobile coaching intervention did not affect step count. Governmental policy measures are needed to ensure more impactful supermarket modifications that promote healthier purchases.Trial registrationDutch Trial Register ID NL7064, 30 May 2018, https://www.onderzoekmetmensen.nl/en/trial/20990

Development of new frozen food products: The effects of product attributes and marketing factors on sales of frozen cooked rice and dumplings

AbstractFor successful new product development, it is crucial to devise product attributes and marketing strategies appropriate for the expected consumption contexts. However, the impacts of product attributes and marketing factors on sales across the various consumption contexts are scarcely examined. Thus, this study aims to compare the product attributes and marketing factors affecting the sales of new frozen cooked rice (meal) and frozen dumpling (snack) products, which have different consumption contexts. This study used Nielsen point‐of‐sale data on new frozen cooked rice and dumpling products in Korea for weeks 1–48 in 2020. The results reveal distinct key factors influencing sales for each product category. The key factors driving the sales of frozen cooked rice are formulation, recipe type, package type, weight diversity, and distribution channel diversity. The key factors driving the sales of frozen dumplings are the main ingredient, dumpling shape, sauce flavor, claim, weight diversity, bundling promotion, and distribution channel diversity. These findings contribute to new product development by increasing the understanding of product attributes and marketing factors in different consumption contexts.Practical ApplicationsThis manuscript contributes to the field of food consumer studies by comparing the impact of product attributes and marketing factors on frozen food sales in different consumption contexts, such as meals and snacks. The information obtained from this study provides useful insights for researchers in the sensory and gastronomic fields, as well as for food experts and practitioners. The results of this study can be of interest to the gastronomy sector, as we highlighted sensory factors such as main ingredients, sauce flavors, recipe types, and formulations as product attributes that influence consumers' food purchases. These findings can aid researchers and new product developers in the food industry in developing innovative foods that can potentially be incorporated into the sensory experience.

The usage of Foodpanda delivery apps among students: an exploratory study

Within the food and beverage industry in Malaysia, food delivery service, particularly the application of food delivery apps, is an emerging new wave. The escalation of food delivery apps could shift consumer behaviour in the purchase of food. The paper aims to explore contributing factors influencing consumer behaviour using food delivery apps using a qualitative approach. The approach entails the use of semistructured interviews with eight students, all of whom are Foodpanda food delivery app users, in a high-learning institution. Thematic method of data analysis revealed the following factors influencing the app usage behaviour: Ease of use, Variety of Choice, Social effect, and Time/Cost saving. This finding highlights the behavioural pattern of food delivery app users, which informs on better marketing strategies and planning for future business opportunities.

Celebrity Endorser and Brand Image McDonald’s: Impact of Collaboration McDonald's with BTS in Indonesia

Celebrity Endorsement is one of the marketing strategies businesses often use to increase purchasing power. Famous artists are also paid handsomely to endorse business products. This research aims to determine the extent of BTS’s influence as a Celebrity Endorser of the fast-food McDonald’s BTS Meal Collaboration in Jakarta. Apart from that, researchers also examined the influence of Mc Donalds’ own brand image on fast food purchase intention. This quantitative research took a sample of 100 respondents who were McDonald’s customers. The research results show that the Celebrity Endorser and Brand Image variables do have a significant influence on the purchase intention of the fast-food brand.