Determining Intention, Fast Food Consumption and Their Related Factors Among University Students by Using A Behavior Change Theory

Abstract

Background Today, with the advancement of science, technology and industry, people's lifestyles such as the pattern of people's food, have changed from traditional foods to fast foods. The aim of this survey was to examine and identify factors influencing intent to use fast foods and behavior of fast food intake among students based on the theory of planned behavior (TPB). Methods A cross-sectional study was conducted among 229 university students. The study sample was selected and entered to the study using stratified random sampling method. Data were collected using a four-part questionnaire including Participants’ characteristics, knowledge, the TPB variables, and fast food consumption behavior. The study data were analyzed in SPSS software (version 16.0) using descriptive statistics (frequencies, Means, and Standard Deviation) and inferential statistics (t-test, Chi-square, correlation coefficient and multiple regressions). Results The monthly frequency of fast food consumption among students was reported 2.7 times. The TPB explained 35%, 23% variance of intent to use fast food and behavior of fast food intake, respectively. Among the TPB variables, knowledge (r=.340, p<0.001) and subjective norm (r=.318, p<0.001) were known as important predictors of intention to consume fast foods - In addition, based on regression analyses, intention (r=.215, p<0.05), perceived behavioral control (r=.205, p<0.05), and knowledge (r=.127, p<0.05) were related to fast food consumption, and these relationships were statistically significant. Conclusions The current study showed that the TPB is a good theory in predicting intent to use fast food and the actual behavior. It is supposed that health educators use from the present study results in designing appropriate interventions to improve nutritional status of students.