The Factors That Influencing Fast Food Consumption Behaviors among UMK Students in City Campus

Abstract

Currently, there were an increase in fast food restaurants in worldwide and most young generation especially university students in Malaysia had now preferred to dine outside. Fast food restaurants in Malaysia are now got more and more popularity and great responses from the local community based on their taste, accessibility, and cheap alternatives. Nevertheless, frequent of fast food consumption had brought many health problems to the local community and university student in Malaysia. For the objective in this study, the researchers examined the relationship between The Theory of Planned Behaviors which consist of behavioral intention, attitude, subjective norms, and perceived behavioral control with fast food consumption behaviors among UMK students in City Campus. Data obtained from 357 respondents of UMK students in City Campus were analysed. By used of a quota sampling, the data collection used was an online questionnaire required the respondents to answer through Google Form. The findings found that all dimensions of TPB had significant strong positive relationships with fast food consumptions behaviors among UMK students in City Campus. This study showed that attitude had most influenced in the fast food consumption behaviors among UMK students in City Campus. Based on the research findings, all of research objectives were achieved. The hypothesis of each variables of behavioral intention, attitude, subjective norms, and perceived behavioral control had shown significant strong positive relationships with fast food consumptions behaviors among UMK students in City Campus. A few recommendations related to the study have been proposed by the researchers.