Abstract
Fast food is the fastest- growing food category worldwide, providing young people and adolescents with a quick, cost- effective, and easily accessible alternative to home- cooked meals. There has been considerably less research into how gender, restaurant usage, and attitudes influence patterns of fast- food consumption. Moreover, the growth of the fast- food industry in every nation creates a significant environmental impetus for increasing fast food consumption and promoting unhealthy eating behaviours. If this issue is not addressed, the prevalence of lifestyle diseases such as obesity, along with the costs of managing these conditions, will escalate, particularly in Kenya. This research aimed to address several gaps in knowledge. First, it is important to emphasize that most existing studies have primarily focused on males and females in wealthy countries like India, Singapore, Canada, and South Africa, which presents a perspective from developed regions. The research investigated whether similar studies had been conducted in Nairobi, Kenya, a developing nation. Secondly, the nature and conditions of food environments in industrialized versus developing countries, as well as eating patterns and behaviours concerning fast food, often differ significantly. Thirdly, previous research produced inconsistent findings. These discrepancies justified the need for an additional study. With this context in mind, the research aimed to bridge the knowledge gap by examining the connections between gender, restaurant use, and attitudes towards fast food among youth and adolescents in Nairobi City County. One of the most notable findings was the gendered pattern in fast-food restaurant usage. Males exhibited a stronger tendency for high-frequency usage (3-5 times per week), while females typically visited at more moderate rates (once a week or less). This difference can be explained by the perceived behavioral control aspect of the Theory of Planned Behavior. In many socio-cultural contexts, including Kenya, food preparation is often a gendered responsibility, with women and girls usually taking on more cooking duties. The general lack of a strong correlation between age, education, and fast-food restaurant usage suggests that in the urban environment of Nairobi, the attitudinal and control factors outlined in the Theory of Planned Behavior may serve as stronger predictors of behavior than these demographic characteristics. The significant, albeit weak, correlation between higher education and less positive attitudes toward fast food — specifically in terms of its convenience and fun aspects — suggests that knowledge and critical thinking influence the attitudinal component of the Theory of Planned Behavior. More educated individuals may develop more critical perspectives on fast food marketing and health implications, leading to slightly weakened positive attitudes driving consumption. The association between the social and enjoyable aspects of fast food and actual consumption suggests that subjective norms may outweigh health attitudes for many young individuals. Social Identity Theory further illuminates this point: fast-food restaurants often act as social hubs for urban youth. Consuming fast food can symbolize a sense of belonging to a modern peer group, where the shared experience of enjoyment reinforces group identity, making this behavior resistant to health-focused messaging alone. In conclusion, the study revealed that the fast-food consumption patterns among Nairobi's adolescents and young adults were influenced by a multifaceted interplay of factors best explained through the integrated frameworks of the Theory of Planned Behavior and Social Identity Theory. The primary motivators include attitudes toward convenience and taste, perceived behavioral control linked to cooking skills, and subjective norms that position fast food as a social activity.
Keywords
fast food, gender, restaurant use, attitude toward fast food, food intake
ORCID Identifiers
Gerishom G. Madivoli -
Rosemarie Ayuma Khayiya -
Beatrice Kamau -
DOI
10.5038/2771-5957.4.2.1069
Recommended Citation
Madivoli, G. G., Khayiya, R. A., & Kamau, B. (2025). Customer food intake: an empirical analysis of gender, restaurant use and attitude toward fast food among adolescents and young adults, in Nairobi, Kenya. Journal of Global Hospitality and Tourism, 4(2), 181-199. https://www.doi.org/10.5038/2771-5957.4.2.1069
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
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