Factors That Influence University Students’ Attitudes Towards Fast-Food Consumption in Malaysia During the Recovery Period of COVID-19

Abstract

Fast food is a form of cuisine that can be prepared quickly and sold to customers at an affordable price. During the recovery period of Covid-19, the need for fast food may also be observed through changes in customer demand, such as taste and lifestyle, which leads to the introduction of various new menus by fast food firms to suit customer demand. This also influences university students’ attitudes regarding fast food consumption during the period. The research objective of this study is to examine the relationship between independent variables such as taste, time-saving as well as promotion attractiveness and the dependent variable on university students’ attitudes towards fast food consumption during the recovery period of Covid-19. A survey was conducted by using online questionnaires via Google Form, involving 400 respondents from universities in Malaysia. The methodology used to analyse data obtained in this study included descriptive analysis, reliability analysis, and Pearson correlation analysis. The findings revealed that the three independent variables are significantly related to the dependent variable. This study can help researchers discover more about fast food, and the information provided can be used as reference material in the future.