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.
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
Rabotata, S., & Malatji, T. L. (2021). Factors influencing fast food consumption: a case study of University of Venda Students, Limpopo, South Africa. Technium Social Sciences Journal, 26(December), 888–899.
Racine, E. F., Schorno, R., Gholizadeh, S., Bably, M. B., Hatami, F., Stephens, C., … Paul, R. (2022). A College Fast-Food Environment and Student Food and Beverage Choices: Developing an Integrated Database to Examine Food and Beverage Purchasing Choices among College Students. Nutrients . https://doi.org/10.3390/nu14040900
Radder, L., & Le Roux, R. (2005). Factors affecting food choice in relation to venison: A South African example. Meat Science, 71(3), 583–589. https://doi.org/10.1016/j.meatsci.2005.05.003
Ramirez, E., & Goldsmith, R. E. (2009). Some Antecedents of Price Sensitivity. Journal of Marketing Theory and Practice, 17(3), 199–213. Retrieved from http://www.jstor.org/stable/40470409
Roehrich, G. (2004). Consumer innovativeness - Concepts and measurements. Journal of Business Research, 57, 671–677. https://doi.org/10.1016/S0148-2963(02)00311-9
Rogers, R. W. (1983). Cognitive and psychological processes in fear appeals and attitude change: A revised theory of protection motivation. In J. T. Cacioppo & R. E. Petty (Eds.), Social psychophysiology (pp. 153–176). New York: Guilford Press.
Rogers, Ronald W. (1975). A Protection Motivation Theory of Fear Appeals and Attitude Change1. The Journal of Psychology, 91(1), 93–114. https://doi.org/10.1080/00223980.1975.9915803
Saha, S., Al Mamun, M. A., & Kabir, M. R. (2021). Factors Affecting Fast Food Consumption among College Students in South Asia: A Systematic Review. Journal of the American College of Nutrition, 1–11. https://doi.org/10.1080/07315724.2021.1940354
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Price Sensitivity, Perceived Food Quality, and Intention to Purchase Fast Food in the Context of Health-Consciousness of University Students
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.
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
Rabotata, S., & Malatji, T. L. (2021). Factors influencing fast food consumption: a case study of University of Venda Students, Limpopo, South Africa. Technium Social Sciences Journal, 26(December), 888–899.
Racine, E. F., Schorno, R., Gholizadeh, S., Bably, M. B., Hatami, F., Stephens, C., … Paul, R. (2022). A College Fast-Food Environment and Student Food and Beverage Choices: Developing an Integrated Database to Examine Food and Beverage Purchasing Choices among College Students. Nutrients . https://doi.org/10.3390/nu14040900
Radder, L., & Le Roux, R. (2005). Factors affecting food choice in relation to venison: A South African example. Meat Science, 71(3), 583–589. https://doi.org/10.1016/j.meatsci.2005.05.003
Ramirez, E., & Goldsmith, R. E. (2009). Some Antecedents of Price Sensitivity. Journal of Marketing Theory and Practice, 17(3), 199–213. Retrieved from http://www.jstor.org/stable/40470409
Roehrich, G. (2004). Consumer innovativeness - Concepts and measurements. Journal of Business Research, 57, 671–677. https://doi.org/10.1016/S0148-2963(02)00311-9
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