FAST FOOD CONSUMPTION AMONG STUDENTS: BEHAVIOURAL PATTERNS, KNOWLEDGE LEVELS, AND PERCEPTUAL INSIGHTS
DOI:
https://doi.org/10.37231/apj.2026.9.1.737Abstract
Abstract: The use of fast food by university students poses public health problems, yet the relationship between nutritional knowledge, perceptions, and behaviour is still inadequately examined. This study examined behavioural patterns, knowledge levels, and perceptual insights related to fast food intake among 30 final-year Bachelor of Vocational Education students at Universiti Tun Hussein Onn Malaysia. Utilizing a quantitative cross-sectional design with a validated questionnaire (Cronbach's α=0.87), the data were analysed through descriptive statistics, Pearson correlation, and multiple regression. The results indicated that convenience (M=3.50) and accessibility (M=3.13) were the main factors that influenced consumption. Even though people were aware of nutrition (M=3.68), their knowledge didn't have a strong or significant effect on how often they ate (r=-0.21, p>0.05). Regression analysis validated convenience (β=0.38, p<0.05) and accessibility (β=0.31, p<0.05) as significant predictors, although nutritional knowledge exhibited little predictive influence, jointly accounting for 34.2% of the variation (R²=0.342). Students recognised negative health effects (M=3.47) and felt remorse after eating (M=3.43), yet they still ate the same amount of food. The results show a big difference between what people know and what they do, showing that programs based on awareness alone don't do enough to stop people from eating fast food. The study supports structural and policy-level campus measures that encourage healthier food situations.
Keywords: Fast Food Consumption; Health Implications; Nutritional Awareness; Student Eating Habits; Knowledge-Behaviour Gap; Consumer Behaviour.
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