The objective of this study was to identify factors that influence consumers’ intention to adopt responsible consumer behaviours, such as loyalty or exit strategies, toward fast-food consumption in the Accra Metropolitan Area of Ghana. Using a quantitative approach, this study examined the predictive power of attitudes toward healthy eating, subjective norms about healthy eating, perceived behavioural control of healthy eating, and consumers’ awareness of the consequences of unhealthy eating on the intention to adopt loyalty and exit strategies. Firstly, findings showed that, in order of importance, awareness of health consequences, subjective norms, perceived behavioural control, and attitudes were significant predictors of the intention of consumers to adopt a loyalty strategy. Secondly, in order of relevance, perceived behavioural control, attitude, and subjective norms were significant predictors of the intention to adopt an exit strategy. The findings imply that nutrition educational messages should not only emphasize exit behaviours (e.g. stop eating fast food) as it is usually done, but should also highlight loyalty strategies (e.g. preferably choose healthier options such as grilled or baked chicken). To motivate the adoption of loyalty strategies, interventions should increase the awareness and availability of healthier foods and facilitate increased physical activity. Also, interventions should facilitate people’s ability to engage in healthy eating to motivate the adoption of exit strategies, which requires a stronger willpower.
|Keywords:||Responsible Fast Food Consumption, Loyalty Strategy, Exit Strategy|
Research Scientist, Science and Technology Policy Research Institute, Council for Scientific and Industrial Research, Accra, Greater Accra Region, Ghana
Professor of Sociology and Humanistic Studies, Rural Sociology Group, Wageningen University and Research Centre and Utrecht University, Wageningen and Utrecht, Netherlands
Director, Science and Technology Policy Research Institute, Council for Scientific and Industrial Research, Accra, Ghana