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Fast-food is the fastest-growing food category in the world, offering young adults a quick, affordable, and readily available alternative to home-cooked meals. The objective of this study was to determine the socio-demographic determinants of the most frequent fast-food consumption among young adults in Malaysia. This cross-sectional study involved 405 Malaysian young adults aged 18 to 29 who participated in an online survey. This self-administered online questionnaire of habitual fast-food consumption was evaluated using a modified Fast-food Frequency Questionnaire comprised of 30 food items, while the socio-demographic profile was determined by age, gender, ethnicity, monthly household income, marital status, residence, and educational level. IBM SPSS Statistics version 25 (SPSS IBM, New York, USA) was used to analyse the data. The results indicated that the most frequently consumed fast-foods were fried chicken (77.6% of habitual consumption), ice cream (41.3%), and burgers (40%). A chi-square independence test revealed a statistically significant association between urban and rural residence and high fast-food consumption (i.e., fried chicken): X2(2, N = 405) = 22.924, p = 0.001. However, there is no association between consumption of fast-food and gender (X2(2, N = 405) = 0.044, p = 0.834), fast-food and age (p = 0.403), or fast-food and educational level (p > 0.05). Taken together, these findings have provided more information on the habitual consumption of fast-food by young adults. The Malaysian government and other health authorities may be able to develop an action plan to reduce obesity rates and other diseases associated with fast-food consumption among young adults.

Buffet service popularity lies with its distinct ability to offer ad libitum dining experiences especially when the price regime used pertains to the all-you-can-eat at one price. However, those appeals have been among major issues associated with food waste and overconsumption. In spite of those pressing issues, numerous research works conducted by employing quantitative approaches, so far have not fully captured and explained the underlying determinants behind buffet diners dining behaviors. Therefore, it calls for more qualitative-based research works conducted in this topic area. As part of the reseacher's qualitative inquiry process, this conceptual paper's aims are to firstly explore important literatures pertaining to several underlying theories which help to shape the Integrative Behavioral Model (IBM). Following it, the potential of IBM is discussed thus highlighting its potential as an underpinning theory and as a guide in helping to better understand buffet dining behaviors. In doing so, past literatures related to behavioral studies are discussed within the realm of the model's constructs and its related model extensions as it related to buffet dining situations. At the end, this research paper concludes with future research implication through qualitative inquiry using the proposed preliminary IBM's conceptual model, taking into considerations the contextual nature of buffet-dining-related behavioural occurrence.