Determiners of fast-food consumption in Iranian university students: Application of prototype/willingness model

Abstract

BACKGROUND: Today, marked by advanced scientific approach, urbanism, and changing life style, there is an ever-growing rate of fast-food consumption, which has significantly affected public health. Hence, the present research aimed to predict factors involved in fast-food consumption in light of the prototype/willingness model among the students of Rafsanjan University of Medical Sciences. MATERIALS AND METHODS: In the present descriptive/analytical research conducted in 2018–2019, 350 students in Rafsanjan University of Medical Sciences were selected through proportionate stratified random sampling. The required data were collected using a self-administrated questionnaire in light of the constructs within the prototype/willingness model and fast-food consumption behavior. The data were analyzed in SPSS version 16.0 using descriptive and inferential statistics including mean scores, standard deviation, correlation coefficient, and linear regression. RESULTS: Behavioral intention of fast-food consumption showed to be positively correlated with positive willingness, positive prototype, positive subjective norms, and positive attitude toward fast-food consumption. Furthermore, the correlation between positive behavioral intention of consuming fast food and positive subjective norms and positive attitude toward fast-food consumption was statistically significant ( P < 0.05). The underlying constructs of prototype/willingness model altogether managed to explain 13% of the total variance of fast-food consumption behavior. Behavioral intention showed to be the strongest predictor of the behavior (β = 1.613). CONCLUSION: It is suggested that the preventive measures aimed to reduce fast-food consumption among the youth focus more on strengthening negative attitudes and subjective norms concerning fast-food consumption.

A Comparison between Attitudes and Knowledge Towards Fast-Food and Probiotics of Undergraduates

“…The most preferred food was döner among undergraduates, which differred from the studies conducted in other countries. 33,34 At the same time, another study conducted in Türkiye revealed that döner is a highly preferred food. 35 In addition, it was determined that the undergraduates had a high preference for hamburgers and sugary/sweetened bubbled drinks even if they were lower than döner.…”