Exploring inside the box: a cross-cultural examination of stimuli affecting fast food addiction

Abstract

Purpose

The purpose of this paper, a cross-cultural study, is twofold: first, to identify personal, social, demographical and marketing facets that imply fast food addiction in Pakistan and America, and second to explore the reasons of reduction in fast food consumption in Pakistan.

Design/methodology/approach

The present study followed an explanatory sequential mixed-methods research design. Both quantitative and qualitative data collection methods were used to obtain supportive results of fast food consumption with the help of defining logical relations between independent and dependent variables. Partial least square based structural equation modeling technique was used to analyze quantitative data. For qualitative data, NVivo 11 was used to explore themes.

Findings

Quantitative findings of Pakistani setting suggested that craving and impulsiveness have a significant relation with addiction and have no mediation effect in both the countries. However, these results contradict with US study. Qualitative findings explored many personal, social, marketing and health factors that have affected fast food market of Pakistan which include low income, price-sensitive market, low quality, poor services, PFA, word of mouth, mood, obesity, environment and cultural influence on the consumption behavior of Pakistani consumers.

Research limitations/implications

This study is restricted to the consumption behavior of fast food only in two countries the USA and Pakistan. Hence, the results of this study cannot be generalized to other countries’ cultural and traditional values. In addition, this study only focuses on personal, social and marketing factors that implicate fast food addiction.

Originality/value

The consumption of fast food was the focus of analysis. Therefore, research adds value to service industry and helps in developing growth and marketing strategies for the fast food industry.

Citation

Khalid, H., Lodhi, R.N. and Mahmood, Z. (2019), "Exploring inside the box: a cross-cultural examination of stimuli affecting fast food addiction", British Food Journal, Vol. 121 No. 1, pp. 6-21. https://doi.org/10.1108/BFJ-03-2018-0199