A Comparative Study on Behavioral Determinants of Fast-Food Consumption Behavior among Undergraduates in Kelantan, Malaysia

Abstract

This cross-sectional study was conducted to investigate the relationship between Theory of Planned Behavior dimensions comprised of attitude, behavioral intention, subjective norms and perceived behavioral control towards undergraduate students' fast food consumption behavior. By using quota sampling, a total of 357 students from Universiti Malaysia Kelantan (UMK) City Campus, represented by seven programs; were approached, and each of the programs was represented by 51 students. UMK City Campus was selected as the sole sampling frame for this study as it has the highest accessibility to fast food as compared to other tertiary educational institutions in Kelantan. Data was collected by using a set of selfadministered questionnaire which was distributed online via google form. The results from correlational analysis discovered that there were significant strong positive relationships between each dimension of Theory of Planned Behavior (TPB) towards the students' fast food consumption behavior, either for Faculty of Entrepreneurship and Business (FKP) or Faculty of Hospitality, Tourism and Wellness (FHPK) of UMK. Other than that, regression analysis has shown contradicting findings on the influence of independent variables towards the dependent variable. For FKP, students' fast-food consumption behavior can be affected by their perceived behavioral control and behavioral intention while for FHPK; attitude, subjective norms and behavioral intention are the dimensions that can affect its students' consumption behavior. Furthermore, several recommendations have been pointed out for the respective undergraduate students as well as for future researchers.