Influential factors effecting fast food consumers' intention to use menu labels in fast food restaurants: A conceptual framework

Urban living and busy lifestyles have somehow encouraged fast food consumption amongst Malaysian during last few decades. Some health critics blame fast food as one of the cause of obesity because the diet consists of high level of calorie, fat, sodium and sugar. It is believed that obesity poses many health related problems such as cardio-vascular diseases which were the leading cause of death in Malaysia. In support of healthy dietary plan, menu labeling has been implemented by some of the popular fast food chain restaurants. Menu labeling is an attempt to provide consumers with information on the nutritional component of foods, to enable them to choose nutritionally appropriate menu items. Hence scrutiny of fast food consumers' behavior and the identification of factors that influence their intention to use menu labeling are of vital important. This study aims to identify the factors which may influence fast food consumer's intention to utilize menu labeling and the relationship of these factors with the socio-demographic determinants. The conceptual framework of this research is based on Theory of Planned Behavior by Azjen which has been widely applied in various researches in consumer behavior and healthcare studies. Furthermore the result of this study will also help the health promoters to embark on customer friendly menu labeling formats which will further maximize their utilization.