The psychological effects of fast food consumption on body image emotions

Abstract

Purpose The purpose of this paper is to examine the arousal of negative consumer emotions as a consequence of fast food consumption among individuals with restrained food consumption. Furthermore, a moderating effect of socio-cultural pressure to buffer these relationships is positioned for the first time. Design/methodology/approach The field study is completed with data collected through an online survey among 353 customers by employing a random sampling technique. The collected data are analyzed through confirmatory factor analysis procedures. Findings The hypotheses related to the effects of fast food consumption on body image guilt and shame, body image guilt on planning diet and shame, moderator role of socio-cultural, in terms of shame, are accepted. Research limitations/implications A key limitation is data collected from individuals with restrained food consumption in Turkey which limits the generalizability of results to other countries and contexts. Practical implications The results call for paying attention to socio-cultural pressures that enhance shame. Originality/value The primary contribution of this paper lies in the fact that fast food consumption is scantly related to the arousal of negative consumer emotions. Furthermore, moderating effects of social pressures and Turkish context are also unique to this study.

How does addiction of fast‐food turn into anti‐consumption of fast‐food? The mediating role of health concerns

“…Several consumer behavioural studies explain what causes FFA (Goyal & Singh, 2007; Nawaz et al, 2017), for example, quantitative findings of previous studies suggest that cravings for and impulsiveness towards fast‐food have a significant relation with FFA (Khalid et al, 2019). A recent study found FFA is the result of personal, social, and advertising factors (Aydin et al, 2018). Personal factors that may influence FFA include the availability of fast‐food and consumer attitudes towards the consumption of fast‐food (Qin et al, 2010) including the influence of social factors (family, friends and reference groups) (Islam & Ullah, 2010).…”

“…A change in consumption lifestyles could help increase consumer well‐being (Aydin et al, 2018). Increased health concerns associated with fast‐food consumption have led to restrained‐consumption behaviours (Farah & Shahzad, 2020).…”

“…FFA (Khalid et al, 2019). A recent study found FFA is the result of personal, social, and advertising factors (Aydin et al, 2018). Personal factors that may influence FFA include the availability of fast-food and consumer attitudes towards the consumption of fast-food (Qin et al, 2010) including the influence of social factors (family, friends and reference groups) (Islam & Ullah, 2010).…”

“Drink It or Not”: Soft Drink Anticonsumption Behavior and the Mediating Effect of Behavioral Intentions

“…There is a dearth of research on the beverage addiction and anticonsumption behavior [22]. Further, while many research studies have been done on food consumption behaviors in different categories of food, no one has covered anticonsumption [16,23].…”

Predicting adolescents’ behavioural intentions in adulterated food management

“…The AFM competency analysed knowledge, attitude, situation management and hygiene practices factors in this study. Adolescents are reported to be influenced by friends and emotions in their dietary management (Salvy et al , 2012; O’Neil et al , 2014; Aydin et al , 2017). It was found that the AFM competency included the situation management factor; unhealthy eating habits of adolescents were found to be more susceptible to negative emotional conditions and people around them.…”