Honors Projects for Marketing

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    Motivations Underlying Fast Food Consumption by Students Attending the University of Hawaiʻi at M/o(a,-)noa
    (University of Hawaii at Manoa, 2015-05) Hudson, Lana ; Alden, Dana ; Marketing
    The purpose of this study was to explore the motivations behind fast food consumption in college students. This study analyzed the correlations between fast food consumption over the past six months as well as one month and the following variables: time constraints, price, accessibility, stress levels, and parental influences. 189 University of Hawai‘i: M/o(a,!)noa students participated in this study, 42 of which were Freshmen, 25 were Sophomores, 35 were Juniors, and 87 were Seniors. The 15 question survey was posted online through Qualtrics, an online questionnaire tool, and the link to the survey was distributed though social media, email, as well as by word of mouth. Data was analyzed by a correlation test with Excel Data Analyst. A moderate positive linear correlation was determined between fast food consumption over the past six months and one month. Weak positive linear correlations were also determined for time constraints, accessibility, stress levels, and parental influences. A weak negative linear correlation was also determined for price.