AUTHOR=Yan Chen , Siddik Abu Bakkar , Masukujjaman Mohammad , Dong Qianli , Hamayun Muhammad , Guang-Wen Zheng , Ibrahim Abdullah Mohammed 

TITLE=Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model

JOURNAL=Frontiers in Nutrition

VOLUME=Volume 9 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/nutrition/articles/10.3389/fnut.2022.894765

DOI=10.3389/fnut.2022.894765

ISSN=2296-861X

ABSTRACT=The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed as higher-order constructs model to predict buying intention. Using a quantitative method (i.e., cross-sectional survey), data were collected from 325 respondents via a structured questionnaire and subsequently analyzed using Structural Equation Modeling (SEM) through AMOS software. The study outcomes revealed that convenience and food quality generate utilitarian values, while subjective norms and novelty-seeking form hedonic values. Also, the utilitarian and hedonic values significantly affect the cognitive and affective attitude. As opposed to food quality, the cognitive attitude, affective attitude, self-identity and subjective norms were observed to affect behavioral intention, with affective attitude producing the strongest influence, albeit high explanatory power of the model. Consequently, this study offers a number of theoretical and policy implications to design better interventions that address public health about fast food consumption.