Fast food consumption value: examining the moderating role of process value

Purpose Fast food consumption is examined through the theoretical lens of the food consumption value model. Specifically, this study aims to examine whether process value moderates the impact of fast-food consumption value on consumer decision-making. Design/methodology/approach Data is collected from 380 US consumers via a self-administered online questionnaire. Structural equation modeling and moderated mediation analysis are used to test the relationships between fast-food consumption values (product value, location value, emotional value, social value and process value), attitude and behavioral intention. Findings Location value (physical and experiential environment of fast-food consumption) and emotional value (positive affect from fast-food consumption) of fast food positively influence behavioral intention through positive attitude toward fast food. Positive impact of product value (physical attributes of fast food) on behavioral intention through attitude is attenuated by process value (consumers’ level of concern on sustainability of fast-food production). Practical implications Fast-food restaurants should prioritize their investments in providing location value (e.g. pleasant restaurant atmosphere) and emotional value. It is also important to take caution in focusing too much on product value and consider investing more resources into implementing sustainable practices. Originality/value The consumption value-based approach not only updates previous understanding of fast-food consumption behavior but also offers insights on how consumers’ decision-making process is influenced by their perception toward sustainability issues of fast-food production.