Research Article
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Year 2023, Volume: 20 Issue: 52, 317 - 334, 31.03.2023
https://doi.org/10.26466/opusjsr.1210008

Abstract

Bu çalışma, üniversite öğrencilerinin sağlık bilincinin fiyat duyarlılığı-satın alma niyeti ve algılanan gıda kalitesi-satın alma niyeti arasındaki ilişkilerdeki düzenleyici etkisini fast food sektöründe araştırmayı amaçlamaktadır. Kanada ve Türkiye'den sırasıyla 147 ve 144 üniversite öğrencisinden veri toplanmış ve PROCESS analizi kullanılarak analiz edilmiştir. Analiz sonuçlarına göre, her iki örneklemde de gıda kalitesi-satın alma niyeti ve fiyat duyarlılığı-satın alma niyeti ilişkilerinde sağlık bilincinin düzenleyici rolü bulunmaktadır. Çoğu gelişmiş ve gelişmekte olan ülkede fast-food ürünlerinin artan yaygınlığı ve bunların üniversite öğrencileri tarafından tüketilmesi göz önüne alındığında, bu mekanizmaların anlaşılması yöneticiler ve politika yapıcılar açısından önem taşımaktadır.

References

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  • Hsieh, A. T., & Chang, W. T. (2004). The Effect of Consumer Participation on Price Sensitivity. The Journal of Consumer Affairs, 38(2), 282–296. https://doi.org/https://doi.org/10.1111/j.1745-6606.2004.tb00869.x
  • Hwang, J. J., & Cranage, D. (2010). Customer health perceptions of selected fast-food restaurants according to their nutritional knowledge and health consciousness. Journal of Foodservice Business Research, 13(2), 68–84. https://doi.org/10.1080/15378021003781174
  • Hwang, J. J., & Cranage, D. A. (2015). College Students’ Health Perceptions of Individual Fast Food Menu Items According to Nutrition Knowledge and Health Consciousness. Journal of Foodservice Business Research, 18(5), 520–535. https://doi.org/10.1080/15378020.2015.1093584
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Price Sensitivity, Perceived Food Quality, and Intention to Purchase Fast Food in the Context of Health-Consciousness of University Students

Year 2023, Volume: 20 Issue: 52, 317 - 334, 31.03.2023
https://doi.org/10.26466/opusjsr.1210008

Abstract

This study aims to investigate the moderating effect of university students' health consciousness on the relationship between price sensitivity and their intention to purchase, as well as the relationship between perceived food quality and their intention to purchase in the fast-food industry. Data were collected from 147 and 144 university students in Canada and Turkey, respectively, and analyzed using PROCESS analysis. The results of the analyses revealed that the moderating role of health consciousness is significant in the food quality-purchase intention and price sensitivity-purchase intention relationships in both samples. Understanding these mechanisms is of substantive importance for managers and policymakers considering the growing prevalence of fast-food products in most developed and developing countries and their consumption by university students.

References

  • Ahadzadeh, A. S., Sharif, S. P., & Ong, F. S. (2018). Online health information seeking among women: The moderating role of health consciousness. Online Information Review, 42(1), 58–72. https://doi.org/10.1108/OIR-02-2016-0066
  • Akbay, C., Tiryaki, G. Y., & Gul, A. (2007). Consumer characteristics influencing fast food consumption in Turkey. Food Control, 18, 904–913. https://doi.org/10.1016/j.foodcont.2006.05.007
  • Ali, A., & Lee, J.-I. (2019). Determinants of Consumer Satisfaction in Fast Food Industry of Lahore Pakistan. Journal of the Korean Society of Food Culture, 34(4), 424–431. https://doi.org/https://doi.org/10.7318/KJFC/2019.34.4.424
  • American Marketing Association. (n.d.). Definitions of Marketing. Retrieved January 30, 2022, from https://marketing-dictionary.org/m/marketing/
  • Andreyeva, T., Long, M. W., & Brownell, K. D. (2010). The impact of food prices on consumption: A systematic review of research on the price elasticity of demand for food. American Journal of Public Health. https://doi.org/10.2105/AJPH.2008.151415
  • Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 55(5), 469. https://doi.org/10.1037/0003-066X.55.5.469
  • Baek, S. H., Ham, S., & Yang, I. S. (2006). A cross-cultural comparison of fast food restaurant selection criteria between Korean and Filipino college students. International Journal of Hospitality Management, 25(4), 683–698. https://doi.org/10.1016/J.IJHM.2005.07.001
  • Branchard, B., Deb-Rinker, P., Dubois, A., Lapointe, P., O’Donnell, S., Pelletier, L., & Williams, G. (2018). At-a-glance - How Healthy are Canadians? A brief update. Health Promotion and Chronic Disease Prevention in Canada, 38(10). https://doi.org/https://doi.org/10.24095/hpcdp.38.10.05
  • Brislin, R. W., Lonner, W. J., & Thorndike, R. M. (1973). Cross-Cultural Research Methods. New York: John Wiley & Sons. Byrne, B. M. (2016). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. Structural Equation Modeling With AMOS.
  • Chambers, D., Phan, U., Chanadang, S., Maughan, C., Sanchez, K., Di Donfrancesco, B., … Esen, E. (2016). Motivations for Food Consumption during Specific Eating Occasions in Turkey. Foods, 5, Article Number 39. https://doi.org/https://doi.org/10.3390/foods5020039
  • Cheung, G. W., & Rensvold, R. B. (2002). Evaluating goodness-of-fit indexes for testing measurement invariance. Structural Equation Modeling, 9(2), 233–255. https://doi.org/10.1207/S15328007SEM0902_5
  • Ehsan, U. (2012). Factors important for the selection of fast food restaurants: An empirical study across three cities of Pakistan. British Food Journal, 114(9), 1251–1264. https://doi.org/10.1108/00070701211258808
  • Etemad-Sajadi, R., & Rizzuto, D. (2013). The antecedents of consumer satisfaction and loyalty in fast food industry: A cross-national comparison between Chinese and Swiss consumers. International Journal of Quality and Reliability Management, 30(7), 780–798. https://doi.org/10.1108/IJQRM-May-2012-0069
  • Floyd, D. L., Prentice-Dunn, S., & Rogers, R. W. (2000). A meta-analysis of research on protection motivation theory. Journal of Applied Social Psychology, 30(2), 407–429. https://doi.org/10.1111/j.1559-1816.2000.tb02323.x
  • Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
  • Fox, E. L., Davis, C., Downs, S. M., McLaren, R., & Fanzo, J. (2021). A focused ethnographic study on the role of health and sustainability in food choice decisions. Appetite, 165, 105319. https://doi.org/10.1016/J.APPET.2021.105319
  • Franchised Help. (2015). Fast Food Industry in 2015 at a Glance. Retrieved from https://www.franchisehelp.com/industry-reports/fast-food-industry-report/
  • Furst, T., Connors, M., Bisogni, C. A., Sobal, J., & Falk, L. W. (1996). Food choice: A conceptual model of the process. Appetite, 26(3), 247–266. https://doi.org/10.1006/appe.1996.0019
  • Gawronski, B., & Strack, F. (2004). On the propositional nature of cognitive consistency: Dissonance changes explicit, but not implicit attitudes. Journal of Experimental Social Psychology, 40(4), 535–542. https://doi.org/10.1016/j.jesp.2003.10.005
  • Gordon-Larsen, P., Guilkey, D. K., & Popkin, B. M. (2011). An economic analysis of community-level fast food prices and individual-level fast food intake: Longitudinal effects. Health Place, 17(6), 1235–1241. https://doi.org/10.1016/j.healthplace.2011.07.011
  • Goyal, A., & Singh, N. P. (2007). Consumer perception about fast food in India: An exploratory study. British Food Journal, 109(2), 182–195. https://doi.org/10.1108/00070700710725536
  • Gültekin, B., & Kement, Ü. (2018). Müşteri İlişkileri Yönetimi. Ankara: Nobel Akademik Yayıncılık.
  • Harman, H. H. (1976). Modern factor analysis. Chicago, IL: University of Chicago Press.
  • Her, E. S., & Seo, S. (2017). Health halo effects in sequential food consumption: The moderating roles of health-consciousness and attribute framing. International Journal of Hospitality Management, 62, 1–10. https://doi.org/10.1016/j.ijhm.2016.11.009
  • Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: software of the mind : international cooperation and its importance for survival. New York: McGraw-Hill.
  • Horacek, T. M., Erdman, M. B., Byrd-Bredbenner, C., Carey, G., Colby, S. M., Greene, G. W., … White, A. B. (2013). Assessment of the dining environment on and near the campuses of fifteen post-secondary institutions. Public Health Nutrition, 16(7), 1186–1196. https://doi.org/10.1017/S1368980012004454
  • Hsieh, A. T., & Chang, W. T. (2004). The Effect of Consumer Participation on Price Sensitivity. The Journal of Consumer Affairs, 38(2), 282–296. https://doi.org/https://doi.org/10.1111/j.1745-6606.2004.tb00869.x
  • Hwang, J. J., & Cranage, D. (2010). Customer health perceptions of selected fast-food restaurants according to their nutritional knowledge and health consciousness. Journal of Foodservice Business Research, 13(2), 68–84. https://doi.org/10.1080/15378021003781174
  • Hwang, J. J., & Cranage, D. A. (2015). College Students’ Health Perceptions of Individual Fast Food Menu Items According to Nutrition Knowledge and Health Consciousness. Journal of Foodservice Business Research, 18(5), 520–535. https://doi.org/10.1080/15378020.2015.1093584
  • Keynote. (2016). Restaurants: Market Reports 2016. Retrieved from https://www.keynote.co.uk/
  • Kotler, P., Armstrong, G., & Opresnik, M. O. (2020). Principles of Marketing. Pearson (Global Edi). Essex, United Kingdom.
  • Kral, T. V. E., & Rauh, E. M. (2010). Eating behaviors of children in the context of their family environment. Physiology and Behavior, 100(5), 567–573. https://doi.org/10.1016/j.physbeh.2010.04.031
  • Lee, M.-A. (2007). Analysis of Foreign Customers’ Price Sensitivity on Korean Traditional Restaurants Using Price Sensitivity Measurement. The Korean Society of Food Science and Nutrition, 36(1), 124–130. https://doi.org/https://doi.org/10.3746/jkfn.2007.36.1.124
  • Lee, M., & Ulgado, F. M. (1997). Consumer evaluations of fast-food services: a cross-national comparison. Journal of Services Marketing, 11(1), 39–52. https://doi.org/10.1108/08876049710158358
  • Lefrid, M. (2021). Dining at gas stations: an analysis of nonconventional fast-food outlets from a consumer behavior perspective. British Food Journal, 123(12), 4347–4366. https://doi.org/10.1108/BFJ-01-2021-0070
  • Lomax, A. K. (1999). Healthier kids contribute to a healthier tomorrow: A study into the importance of a comprehensive health curriculum. Pacific Lutheran University. Retrieved from https://search.proquest.com/docview/304585181?pq-origsite=gscholar&fromopenview=true
  • Mai, R., & Hoffmann, S. (2015). How to combat the unhealthy = Tasty intuition: The influencing role of health consciousness. Journal of Public Policy and Marketing, 34(1), 63–83. https://doi.org/10.1509/jppm.14.006
  • Memery, J., Angell, R., Megicks, P., & Lindgreen, A. (2015). Unpicking motives to purchase locally-produced food: Analysis of direct and moderation effects. European Journal of Marketing, 49(7/8), 1207–1233. https://doi.org/10.1108/EJM-02-2014-0075
  • Min, H., & Min, H. (2011). Benchmarking the service quality of fast-food restaurant franchises in the USA: A longitudinal study. Benchmarking, 18(2), 282–300. https://doi.org/10.1108/14635771111121711
  • Namkung, Y., & Jang, S. C. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality and Tourism Research, 31(3), 387–409. https://doi.org/10.1177/1096348007299924
  • Onurlubaş, E., & Yılmaz, N. (2013). Fast food consumption habits of university students. Journal of Food, Agriculture & Environment, 11(3&4), 12–14.
  • Pelletier, J. E., & Laska, M. N. (2013). Campus food and beverage purchases are associated with indicators of diet quality in college students living off campus. American Journal of Health Promotion, 28(2), 80–87. https://doi.org/10.4278/ajhp.120705-QUAN-326
  • Polsky, J. Y., Moineddin, R., Dunn, J. R., Glazier, R. H., & Booth, G. L. (2016). Absolute and relative densities of fast-food versus other restaurants in relation to weight status: Does restaurant mix matter? Preventive Medicine, 82, 28–34. https://doi.org/10.1016/j.ypmed.2015.11.008
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Details

Primary Language English
Journal Section Research Articles
Authors

Beyza Gültekin 0000-0002-6797-864X

Francis Mumuluh Veuphuteh 0000-0002-7334-2621

Publication Date March 31, 2023
Published in Issue Year 2023 Volume: 20 Issue: 52

Cite

APA Gültekin, B., & Veuphuteh, F. M. (2023). Price Sensitivity, Perceived Food Quality, and Intention to Purchase Fast Food in the Context of Health-Consciousness of University Students. OPUS Journal of Society Research, 20(52), 317-334. https://doi.org/10.26466/opusjsr.1210008