Determinants of young adults' fast food purchasing intention

• Main Author: Javan Elfe Ginajil
• Format: Thesis
• Language: English
• Published: 2016
• Subjects: TX Home economics
• Online Access: https://eprints.ums.edu.my/id/eprint/10728/1/Determinants%20of%20young%20adults.pdf

The purpose of this study is to examine young adults' fast food purchasing intention by using the extended theory of planned behaviour model. One of the main aims of this study is to measure the factors that constitute the development and maintenance of attitude in order to gain a better understanding of Kota Kinabalu's young adults' attitude toward fast food. Young adults in the age range of 20-39 years old were the unit of analysis of this study. 210 questionnaires have successfully been collected throughout Kota Kinabalu. The finding of current study confirmed that affective attitude is the strongest predictors of young adults' fast food purchasing intention; cognitive attitude however is fairly weak in predicting fast food purchasing intention. This study shows that young adults in Kota Kinabalu rely more on emotional reaction and impulsivity when deciding to purchase fast food. Subjective norms (descriptive norm & injunctive norm) were both significance to purchasing intention, young adults were highly influenced by societal approval and acceptance before engaging in a specific behaviour. This study found that perception of control is weak, but self-efficacy is strong in predicting fast food purchasing intention. The factor of Mood is introduce in this study as one of the factors that is able to influenced the development and maintenance of young adults' attitude are found to be significant to both affective and cognitive attitude. Since subjective norms (descriptive & injunctive), and self-efficacy are able to predict young adults' fast food purchasing intention, future intervention program should be focusing in that aspect.