Factors that influence university students’ attitudes towards fast-food consumption in Malaysia during the recovery period of Covid-19

Fast food is a form of cuisine that can be prepared quickly and sold to customers at an affordable price. During the recovery period of Covid-19, the need for fast food may also be observed through changes in customer demand such as taste and lifestyle, which leads to the introduction of various new menus by fast food firms in order to suit customer demand. This also influences university students’ attitudes regarding fast food consumption during the period. The research objective in this study is to examine the relationship between independent variables such as taste, time saving as well as promotion attractiveness and dependent variable on university students’ attitudes towards fast food consumption during the recovery period of Covid-19. A survey was conducted by using online questionnaires via Google Form, involving 400 respondents of universities in Malaysia. The methodology used to analyse data obtained in this study included descriptive analysis, reliability analysis, and Pearson correlation analysis. The findings revealed that the three independent variables are significantly related to dependent variable. This study can help researchers to find out more about fast food and the information provided can be used as reference material in the future.