Abstract:
The demand for fast food among consumers is increasing day by day and it is
evidenced by the increased numbers of Quick Service Restaurant (QSR) in Malaysia.
The major changes in lifestyle due to faster pace of life even in developing country
such as Malaysia has leading to the habit of over consumption of fast food. This study
aims to study the fast food consumption among consumers in Johor Bahru. The
objectives of study including the study of fast food consumption pattern, influencing
factors and attitude toward fast food consumption in calories and the association of
nutritional knowledge toward fast food consumption in calories. The research design
used was descriptive and purposive sampling. The instrument used was in the form of
questionnaire using the face-to-face interview technique to collect data. A pilot test
which involved 30 respondents which involved content validity and test-retest
reliability of measures were used to ensure the validity and reliability of questionnaire.
A total number of 100 respondents who have consumed fast food from 11 numbers of
fast food outlets in Johor Bahru were obtained in this research. There was a significant
shift of fast food eating pattern among consumers in Malaysia toward much more
convenience option.
