To read this content please select one of the options below:

Consumption in fast-food restaurants in Croatia and Serbia

Srdjan Sapic (Faculty of Economics, University of Kragujevac, Kragujevac, Serbia)
Jovana Filipovic (Faculty of Economics, University of Kragujevac, Kragujevac, Serbia)
Jasmina Dlacic (Faculty of Economics and Business, University of Rijeka, Rijeka, Croatia)

British Food Journal

ISSN: 0007-070X

Article publication date: 19 June 2019

Issue publication date: 9 July 2019




The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants.


Samples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects.


For both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample.


This study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition.



This paper has been financially supported by the University of Rijeka for project ZP UNIRI 9/17.


Sapic, S., Filipovic, J. and Dlacic, J. (2019), "Consumption in fast-food restaurants in Croatia and Serbia", British Food Journal, Vol. 121 No. 8, pp. 1715-1729.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles