Factors Affecting on Consumer Buying Behaviour in Fast Food Market: Theory of Planned Behavior Model

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dc.contributor.authorAtapattu, A.M.N.D.
dc.contributor.authorMahindarathne, M.G.P.P.
dc.date.accessioned2022-02-25T08:55:07Z
dc.date.available2022-02-25T08:55:07Z
dc.date.issued2013
dc.description.abstractFast food restaurants are becoming widespread all over the world, both in developed and developing countries like Sri Lanka and there has been number of socio-economic and cultural factors that influence the fast food consumption. Increasing fast food intake, especially among younger generation has led to number of serious implications such as increased incidents of obesity and non-commutable diseases. Ashakiran and Deepthi (2012) reported that there is a trend of dramatic increase of the obesity and obesity associated serious health problems such as type 2 diabetes, heart disease and certain cancers. Studying the fast food consumption behaviour of the consumers is very important to have interventions in promoting healthy eating behaviours. There are several comprehensive theories developed to study the consumer behaviour and among those the Theory of Planned Behavior (TPB) is very popular model. The TPB posits that a person's behavioural intention is based upon three antecedents attitude, subjective norm, and perceived behavioural control (Azadbakht et al.,2013).Attitude signifies the degree to which a person has a favourable or unfavourable evaluation of the behaviour in question. The subjective norm summarizes the belief of other people concerning how the individual should behave in the situation and perceived behavioural control summarizes the factors, either internal or external that can help or hinder the performance of the behaviour. Accordingly TPB model was adopted in this research to study the fast food consumption behaviour of the consumers in three selected district of Sri Lanka. Methodology A Sample of 200 consumers who are in age between 15-40 years were recruited from 3 districts Kurunegala, Kandy and Badulla. Primary data were collected in a consumer survey carried out by interview with the aid of structured questionnaire. The questionnaire was developed based on the Theory of Planned Behaviour (TPB) model (Figure 1) and it was pre-tested to check the reliability. First part of the questionnaire was included questions to obtained information about the demographic information of consumers. Second part of questionnaire was structured in such way to collect the information pertaining to the construct of the TPB variables attitude, perceived behavioural control, and subjective norm.en_US
dc.identifier.urihttp://www.erepo.lib.uwu.ac.lk/bitstream/handle/123456789/8448/04-EAG-Factors%20Affecting%20on%20Consumer%20Buying%20Behaviour%20in%20Fast%20Food%20Market-%20Theory%20.pdf?sequence=1&isAllowed=y
dc.language.isoenen_US
dc.publisherUva Wellassa University of Sri Lankaen_US
dc.subjectAgricultureen_US
dc.subjectExport Agricultureen_US
dc.subjectFood Scienceen_US
dc.subjectFood Technologyen_US
dc.subjectFast Food Marketen_US
dc.titleFactors Affecting on Consumer Buying Behaviour in Fast Food Market: Theory of Planned Behavior Modelen_US
dc.title.alternativeResearch Symposium 2013en_US
dc.typeOtheren_US
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