Gender differences in hedonic values, utilitarian values and behavioural intentions of young consumers: insights from Iran

Purpose - The current study aims to investigate gender differences in hedonic and utilitarian values on Iranian young consumers' intentions for eating in fast-casual restaurants. Design/methodology/approach - By testing a sample of 189 young consumers, aged 18 to 24, this study applied descriptive statistics, hierarchical regression analysis and independent samples t-test to analyze the collected data. Findings - The findings revealed that both hedonic and utilitarian values are significant determinants of behavioural intentions to eat in fast-casual restaurants. However, no moderation effect was found for gender in the above-mentioned relationship. Research limitations/implications - Convenience sampling technique applied in this research limits the generalizability of the findings. Practical implications - Findings of this study provide invaluable insights about young consumers from a developing country, which has been rarely investigated. This expands the understanding about their consumption behaviour and the role of underlying values in their behavioural intentions. Originality/value - By examining two distinct types of consumption values on the behavioural intentions of consumers, this study provides insights from young consumers in a developing country, namely Iran, which has been rarely investigated before. Keywords Young consumers, Hedonic values, Utilitarian values, Behavioural intention,