Management Theory and Studies for Rural Business and Infrastructure Development, Volume 35, Number 3

Perspective of fast food consumtion in Lithuania

Vilma Tamulienė

Abstract

Scientis claims that the majority of consumers have a negative attitude towards fast food consumption. And a paradoxical situation has arisen due to a fast-food consumption. The fast-food consumption is not decreasing, but rather - growing, projected growth from 2009 to 2014. For this reason, it is important to make research under consumer attidutes to fast-food consumption. Consumer attidutes are analised through the emotional, cognitive and behavioral components. The main purpose of the study - after the determination of consumer attitude components towards fast food, to set fast food perspective in Lithuania. The research methods: a quantitative questionnaire survey method, linear regression analysis. Results obtained have shown that consumer attitude to fast food consumption is based on the behavior of the learning process. Perspective of fast-food consumption in Lithuania is related to the investment in high-quality food raw materials, the fast-food place and its characteristics.

JEL codes: M3, M31, M39.

Keyword(s): behavioral components, consumer attitude, consumer behavior, fast food


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.