Predictors of Fast-food Consumption in Students of Rafsanjan University of Medical Sciences Based on the Theory of Planned Behavior

College students are more likely to eat fast foods, since university is a critical period for them regarding unhealthy lifestyles. This study aims to investigate the predictors of fast-food consumption in students of Rafsanjan University of Medical Sciences (RUMS) based on the theory of planned behavior (TPB).

 In this descriptive-analytical study, participants were 350 RUMS students selected by a stratified random sampling method from five faculties. After collecting the data and entering them into SPSS software, version 16, they were analyzed using descriptive statistics (mean, standard deviation) and analytical tests, including Spearman’s correlation test, t-test, and linear regression analysis.

The mean age of the participants was 21.06±2.51 years (ranged 18-38 years). Fast-food consumption behavior had a positive significant correlation with the TPB constructs of positive behavioral intention, positive subjective norms, and positive attitude, and had a negative significant correlation with the knowledge level and the TPB domain of perceived behavioral control (P<0.05). These TPB constructs predicted 7% of the variance in fast-food consumption behavior and 12% of behavioral intention. The construct of positive subjective norms was the strongest predictor of fast-food consumption behavior (β=0.241) and behavioral intention (β=0.271).

The TPB construct of positive subjective norms is the strongest predictor of fast-food consumption behavior in RUMS students. It is recommended to develop educational interventions for reducing positive subjective norms of students regarding the consumption of fast foods to reduce their consumption rate.