Determinants of fast-food consumption: An application of the theory of planned behaviour

Kirsten Dunn, Phil Mohr, Carlene Wilson, Gary Wittert

    Research output: Contribution to journalArticlepeer-review

    101 Citations (Scopus)


    This study applied and extended the Theory of Planned Behaviour (TPB; Ajzen, 1988) in an examination of the variables influencing fast-food consumption in an Australian sample. Four hundred and four participants responded to items measuring TPB constructs and retrospective and prospective measures of fast-food consumption. Additional independent variables included: Consideration of Future Consequences (Strathman, Gleicher, Boninger, & Edwards, 1994), Fear of Negative Evaluation (Leary, 1983), and Self-Identification as a Healthy Eater Scale (Armitage & Conner, 1999a). Structural Equation Modeling (SEM) was used to examine predictors of consumption. SEM indicated that the TPB successfully predicted fast-food consumption. Factor analyses assisted in the definition of constructs that underlay attitudes towards fast foods. These constructs were included in an 'extended' TPB model which then provided a richer source of information regarding the nature of the variables influencing fast-food consumption. Findings suggest that fast-food consumption is influenced by specific referent groups as well as a general demand for meals that are tasty, satisfying, and convenient. These factors reflect immediate needs and appear to override concerns about longer-term health risks associated with fast food. Results are discussed in the context of possible applications.

    Original languageEnglish
    Pages (from-to)349-357
    Number of pages9
    Issue number2
    Publication statusPublished - Oct 2011


    • Fast food
    • Obesity
    • Theory of Planned Behaviour


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