Investigating the Factors Affecting Fast Food Consumption Level: Case Study, Mashhad, Iran

مجله اقتصاد و توسعه کشاورزی

Article 7, Volume 36, Issue 2 - Serial Number 55, July 2022, Pages 197-206   

Document Type: Research Article-en

DOI: 10.22067/jead.2022.74633.1112

Authors

M. Mohammadi^* ; S.E. Alavi

Department of Economics, Hakim Sabzevari University, Sabzevar, Iran

Abstract

Due to increase of consumption of fast foods in Iran, the factors affecting the consumption level of sausages, salami and hamburgers have been investigated in this study. For this purpose, we investigated the probability of each household being in groups of non-consumption, low consumption, medium consumption and high consumption using an ordered logit model and data of 396 households of Mashhad, in 2020. The results of the ordered logit model indicated that variables such as price, income, consumption of other meats and education level of consumers do not have a statistically significant effect on the level of consumption of prepared meat products. While variables such as awareness of the existence and effects of nitrite, information about cheating in the product and awareness about the materials used in the ready-made foods have a negative and significant effect on the probability of consuming these kinds of foods. Accessibility of households to the fast foods and households' trust in the producers also have a positive effect on the likelihood of consuming the ready-to-eat meat products under question. Regarding the importance of controlling fast food consumption in society, we concluded that improving awareness of consumers about the properties of fast foods and their consequences effects on health could be considered as an important tool to control fast food consumption

Keywords

Fast food products; Ordered Logit model; Marketing

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