Price Sensitivity, Perceived Food Quality, and Intention to Purchase Fast Food in the Context of Health-Consciousness of University Students

Beyza Gültekin; Francis Mumuluh Veuphuteh

doi:10.26466/opusjsr.1210008

TR EN

Öz

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.

Anahtar Kelimeler

sağlık bilinci , fiyat duyarlılığı , algılanan gıda kalitesi , satın alma niyeti , fast food

Price Sensitivity, Perceived Food Quality, and Intention to Purchase Fast Food in the Context of Health-Consciousness of University Students

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.

Keywords

: health consciousness , price sensitivity , perceived food quality , purchase intention , fast food

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Beyza Gültekin ^*
0000-0002-6797-864X
Türkiye

Francis Mumuluh Veuphuteh
0000-0002-7334-2621
Cameroon

Publication Date

March 31, 2023

Submission Date

November 28, 2022

Acceptance Date

March 14, 2023

Published in Issue

Year 1970 Volume: 20 Number: 52

DOI

https://doi.org/10.26466/opusjsr.1210008

IZ

https://izlik.org/JA85KW76UD

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

Öz

Anahtar Kelimeler

Price Sensitivity, Perceived Food Quality, and Intention to Purchase Fast Food in the Context of Health-Consciousness of University Students

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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