Factors Influencing Parents Fast-Food Purchasing Intention and the Children’s Intention to Consume; a study on Sri Lankan Fast Food Chains

Abstract

Purpose - Grounded in Social Learning Theory and Consumer Socialization Theory, this study investigates the factors influencing parents’ fast-food purchasing intention and the subsequent impact on children’s consumption intention in the Sri Lankan fast-food context. Specifically, the study examines the roles of brand loyalty, lifestyle, technological factors, and family setting in shaping parental purchasing decisions and explores the mediating role of parents’ purchasing intention on children’s fast-food consumption intention.

Design/methodology/approach - A quantitative, cross-sectional research design was employed, and primary data were collected from 200 parents in Colombo using a structured questionnaire. The data were analyzed using descriptive statistics, correlation analysis, regression analysis, and mediation analysis via SPSS.

Findings - The results reveal that brand loyalty, lifestyle, technological factors, and family setting are all positively and significantly associated with parents’ fast-food purchasing intention. Furthermore, parents’ purchasing intention shows a strong positive relationship with children’s consumption intention and significantly mediates the relationships between the examined antecedent factors and children’s consumption intention.

Originality -This study extends the application of Social Learning Theory and Consumer Socialization Theory to the fast-food consumption context in a developing country, specifically Sri Lanka. It contributes to the consumer behaviour literature by highlighting the influence of parental decision-making on children’s consumption intentions within family settings.

Implications - These findings highlight the pivotal role of parents as primary socialization agents in shaping children’s fast-food consumption behavior. The study contributes to the consumer behavior literature by extending socialization-based explanations to a developing country context and offers practical implications for policymakers and marketers aiming to promote healthier food choices among families.