How does addiction of fast-food turn into anti-consumption of fast-food? The mediating role of health concerns

Abstract

This research investigates the complex relationships between fast-food addiction (FFA) and fast food-anti-consumption (FFAC). Specifically, we propose an intervening process through which FFA turns into FFAC. Using a randomised sample of 437 respondents from Sichuan Province, China, this study tests how concern about obesity and chronic disease arising from FFA can lead to FFAC. Consistent with published research, we find that consumers' situations (availability of fast-foods, attitudes towards food) coupled with food-based advertising practices are positively associated with FFA. Health concerns and food waste (FW) enhance negative feelings and motivate consumers to find ways to overcome FFA. As a result, consumers exhibit FFAC to overcome health concerns and undesirable mental states positively correlated with FFA. Our research offers new insights into the processes that drive FFAC and provides a robust guide for policymakers, applied psychologists, consumers, and food marketers who can use health-related marketing appeals to limit the binge eating of unhealthy foods.