ECONOMIC AND BEHAVIORAL DETERMINANTS OF FAST-FOOD CONSUMPTION
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Abstract
The behavioral shift in the consumption pattern has been observed for last few years in urban population of Pakistan, where Fast-food consumption has become an increasingly important component of changing food consumption patterns, particularly among youth. In this study economic, demographic, and preference-related determinants of fast-food consumption, with particular emphasis on the moderating role of taste preference in Pakistan is examined. In this regard the primary data comprising 294 respondents were collected through a structured questionnaire from consumers in urban areas including Lahore and Islamabad. The estimated model incorporated age, price, income, and taste preference, in one equation and an interaction term between gender and taste in other with results that age is negatively associated with fast-food consumption, whereas income and taste preference exert positive and statistically significant impact. As predicted, price effect is negative but statistically weak, suggesting limited price responsiveness in the sample. Interaction term is negative and statistically significant indicating that the relationship between gender and fast-food consumption is conditional on taste preference. These results imply the prominence of integrating economic and behavioral factors into the analysis of fast-food demand and offer useful suggestions for consumer-oriented marketing and healthier food-choice policies.
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References
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