The Dynamic Impacts of Public Perceptions of Fast-Food Products with Nutrition Facts on Fast-Food Consumption

Po-Lin Pan (), Manu Bhandari and Li Zeng
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Po-Lin Pan: Department of Communication, Arkansas State University, Jonesboro, AR 72467, USA
Manu Bhandari: Department of Communication, Arkansas State University, Jonesboro, AR 72467, USA
Li Zeng: School of Media and Journalism, Arkansas State University, Jonesboro, AR 72467, USA

Sustainability, 2024, vol. 16, issue 22, 1-12

Abstract: Although most American eat at a fast-food restaurant 1 to 3 times a week, they would realize that fast food consumption is highly associated with chronic diseases and generates negative impacts on their health. As fast-food consumers become more health-conscious, fast-food brands strive to build a more health-oriented image on their fast-food products. Thus, this study proposes a conceptual model that aims to examine direct and indirect impacts of consumers’ BMI, self-efficacy, perceived brand trust, and brand commitment on their fast-food consumption. An online survey using Amazon Mechanical Turk is conducted with a total of 484 female and 380 male participants included in the final analysis. Results show that the mediating effects of self-efficacy, brand trust in, and brand commitment with the fast-food product with nutrition facts are significantly generated on consumers’ fast-food consumption. Moreover, indirect effects are found on consumers’ fast-food consumption via the nexus of their self-efficacy, brand trust, and brand commitment. The study also offers practical insights into the impact of health-conscious consumers’ brand perceptions on their fast-food consumption.

Keywords: BMI; self-efficacy; brand trust; brand commitment; fast-food consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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