Korean J Community Nutr.  2022 Aug;27(4):309-320. 10.5720/kjcn.2022.27.4.309.

Consumption Values of Fast Food according to Health Consciousness in American Consumers

• Lee K
• Lee Y

• KMID: 2533170
• DOI: http://doi.org/10.5720/kjcn.2022.27.4.309

Abstract

Objectives
This study aimed to analyze the consumption values of fast foods among American consumers and compare the consumption values according to the levels of health consciousness.
Methods
An online survey using a self-administered questionnaire was conducted on 351 American consumers. Based on the median health consciousness score (3.83 out of 5 points), the subjects were classified into the low health-conscious group (Low group) and the high health-conscious group (High group). Factor analysis was used to extract factors for the five consumption values (functional, social, emotional, conditional, and epistemic values). The differences in the consumption values between the two groups were analyzed.
Results
A total of 14 factors were extracted for the five consumption values and 9 factors among them (convenience, healthiness, and taste in functional values; health-conscious people, young, busy, obese people, low class, and budget restricted people in social values; guilt in emotional values; accidental situations in conditional values) showed significant differences between the two groups. The Low group had a higher perception of the factor of healthiness (P < 0.001) than the High group. The High group had a relatively higher perception of the factors of convenience (P < 0.001), taste (P < 0.001), and guilt (P < 0.001). In addition, the High group perceived the social values of fast foods more negatively. The High group consumed fast foods less frequently than the Low group and perceived their health status and healthiness of eating habits more positively.
Conclusions
The results reveal that the health consciousness level significantly influences consumption value perceptions about fast foods in American consumers. Policymakers and marketers can develop effective strategies based on the results of this study.

Keyword

fast food; consumption value; health consciousness; American