The effect of food quality, health consciousness and price sensitivity on fast-food purchase intention: A comparative study between consumers in Turkey and Canada

The aim of this study is to investigate the effects of perceptions of food quality of fast-food products, health consciousness and price sensitivity of customers on purchase intention in fast-food restaurants. Also, within the context of these variables, the study examines whether differences exist between customers in Turkey and Canada. To achieve this aim, the hypotheses in the proposed model were tested with online survey data from 291 college students in Ankara and Toronto. Confirmatory factor analysis was used to test the model fit between the survey data and the food quality, health consciousness, price sensitivity and purchase intention scales. Path analysis and independent samples t-Tests are used to test the research hypotheses. According to the results of the path analysis, food quality and price sensitivity positively influence purchase intention while health consciousness negatively influences purchase intention of fast-food products in Canada. Similarly, in Turkey, food quality positively influences purchase intention of fast-food products. However, health consciousness and price sensitivity do not influence fast-food purchase intentions in Turkey. Also, results from the independent samples t-Test reveal that college students in Canada are more price sensitive towards fast-food products than those in Turkey. However, the independent samples t-Tests did not reveal any differences in food quality perceptions, health consciousness levels and fast-food purchase intentions between college students in Turkey and those in Canada. Finally, limitations of the study, suggestions for future research, recommendations for managers and policymakers are also presented.