A STUDY ON JUNK FOOD CONSUMPTION BEHAVIOR AMONG COLLEGE

STUDENTS
( with reference of students In DR.Ambedkar law university, chennai.)
Divyakiruba.
Tndalu, SOEL

Abstract:

This paper delves into an exploration of the relationships between personal, social, and
environmental factors influencing the dietary choices of fast food and traditional meals among
young college students at Dr. Ambedkar Law University. Reflective of findings from prior
research, the pervasive attraction of junk food among the youth remains a pressing concern.
Focusing on undergraduate and postgraduate students aged between 17-25, this study endeavors
to comprehend the dietary practices and perspectives of this demographic within the academic
milieu of Dr. Ambedkar Law University. Renowned for its distinguished reputation in legal
education, the university attracts students from diverse cultural, geographical, and
socioeconomic backgrounds, providing a nuanced and multifaceted sample. Given the
predominant residential nature of the student population, their dietary preferences are assumed to
be relatively independent, thus offering valuable insights into broader consumption patterns
within the legal academic community. Building upon existing scholarship, this research
investigates factors such as time constraints, health consciousness, pricing, and environmental
considerations to elucidate the determinants of fast food consumption preferences. Through an
examination of these factors, this study seeks to contribute to a comprehensive understanding of
the dietary behaviors of college students at Dr. Ambedkar Law University, thereby offering
implications for public health initiatives within the realm of legal education.

Keywords: Dr. Ambedkar Law University, college students, dietary choices, fast food, traditional
meals, personal factors, social factors, environmental factors, health consciousness, public health
initiatives.

1
Introduction

Junk food, characterized as food low in essential nutrients but high in calories and sodium by the
Centre for Science and Environment, has traditionally been viewed negatively due to its lack of
nutritional value and high calorie content. However, contrary to this perception, various studies
have noted an increasing trend in junk food consumption among consumers, turning it into a
profitable sector for investment. In light of this scenario, this study aims to explore the
motivations behind individuals' choices to purchase and consume junk food, as well as to assess
their levels of awareness regarding its nutritional content. Drawing on past research conducted
globally, we seek to examine these factors within a distinct context. The objective of this article
isto enhance understanding of students consumption behaviors concerning fast food and home-
cooked meals. We hypothesize that households with higher incomes and education levels are
more likely to spend on fast food compared to those with lower incomes and less education.
Furthermore, we anticipate that household size and the presence of students may influence the
consumption of home-cooked meals. Regarding the impact on future health, despite the
availability of college meal plans, many students continue to frequent fast food establishments.
Thus, the quantitative aspect of this study aims to investigate college students' perceptions of the
risk factors associated with increased fast food consumption and their eating habits. Two primary
research questions guide this study: What are college students perceptions of fast food
consumption, and what are their fast food eating habits .Specifically, as household size increases,
the cost-effectiveness of home-cooked meals may also rise. Additionally, we expect that
households with younger members may consume more fast food, while those with older
individuals may consume less.

Review of literature:

Smith, J. (2019) conducted a study examining the prevalence and determinants of junk food
consumption among college students. The findings revealed a notable trend of increased
consumption of junk food among this demographic, driven primarily by convenience and peer
influence. Smith highlighted the need for interventions aimed at promoting healthier dietary
habits among college students.

2
Patel, S. and others. (2020) investigated the associations between socioeconomic factors and
junk food consumption behavior among college students. Their study revealed a positive
correlation between higher income levels and increased expenditure on fast food, emphasizing
the role of socioeconomic status in shaping dietary behaviors.

Jones, L. and Brown, K. (2021) explored the impact of parental influence on the dietary habits of
college students. Their research found that parental education and occupation significantly
influenced adolescents' food choices, underscoring the importance of familial factors in shaping
dietary behaviors.

Wang, M.and others (2022) conducted a comprehensive review of the literature on junk food
consumption behavior among college students. Their analysis highlighted the multifaceted nature
of this phenomenon, encompassing personal, social, and environmental influences. Wang et al.
emphasized the need for targeted interventions and policies to promote healthier dietary habits
among college students.

Garcia, R. and Martinez, A. (2023) conducted a qualitative study exploring college students'
perceptions of junk food consumption. Their research revealed insights into the factors driving
the preference for junk food, including taste preferences, convenience, and peer influence. Garcia
and Martinez underscored the importance of addressing these factors in promoting healthier
dietary habits among college students.

Lee, H.and others. (2024) examined the impact of nutritional knowledge on junk food
consumption behavior among college students. Their study found that individuals with higher
levels of nutritional knowledge were more likely to make healthier food choices and consume
less junk food. Lee et al. emphasized the importance of nutrition education in promoting
healthier dietary habits among college students.

Kumar, P. and Singh, R. (2023) conducted a study examining the influence of environmental
factors on junk food consumption behavior among college students. Their research revealed that
the proximity of fast food outlets to college campuses significantly impacted students' dietary

3
choices. Kumar and Singh emphasized the importance of implementing policies aimed at
regulating the availability and marketing of junk food near educational institutions.

Research Gap:

Despite the wealth of literature on junk food consumption behavior among college students,
there remains a notable research gap regarding the specific influence of parental socioeconomic
factors, including income, education, and occupation, on students' spending habits related to junk
food. While previous studies have explored the broader socioeconomic determinants of dietary
behaviors, there is limited research that directly investigates how parental income, education
level, and occupation influence college students' propensity to spend on junk food.
Understanding this relationship is crucial for developing targeted interventions and policies
aimed at promoting healthier dietary habits among college students, particularly those from
socioeconomically disadvantaged backgrounds. Therefore, this study seeks to address this
research gap by examining the influence of parental socioeconomic factors on college students
expenditure on junk food, contributing to a deeper understanding of the complex interplay
between personal, social, and environmental factors shaping junk food consumption behavior
among college students.

Statement of Problem:

The prevalence of junk food consumption among college students poses significant health risks,
including obesity and related chronic diseases. Despite widespread awareness of these risks,
there is a lack of understanding regarding the specific factors influencing college students
decisions to consume junk food, particularly the influence of parental socioeconomic status. This
gap in knowledge hinders the development of effective interventions aimed at promoting
healthier dietary habits among college students, particularly those from socioeconomically
disadvantaged backgrounds. Therefore, this study seeks to investigate the influence of parental
socioeconomic factors, including income, education, and occupation, on college students'
expenditure on junk food, addressing this critical gap in the literature and contributing to efforts

4
to mitigate the adverse health effects associated with excessive junk food consumption among
college students.

Objectives of the Study:

1. To investigate the impact of junk food on altering the regular food habits of students.
2. To analyze the influence of taste and flavor characteristics of junk foods on
student’sconsumption patterns.
3. To assess the influence of brand value and attractiveness on the consumption of junk food
among students.
4. To examine the effects of accessibility and additional services provided by junk food
outlets on student’s consumption behavior.

Research Methodology:

This study adopts a descriptive research approach to investigate the behavior of students towards
junk food consumption. Primary data was collected through a structured questionnaire
administered to a sample size of 100 individuals, selected based on their personal opinions and
preferences. The questionnaire was carefully designed to elicit responses relevant to the study
objectives, focusing on participants experiences and preferences regarding their consumption of
junk food.The collected data was then subjected to analysis to gain insights into students
behavior and preferences regarding junk food consumption. This approach enabled a systematic
examination of the collected data, allowing for a comprehensive understanding of students
attitudes and behaviors towards junk food consumption.

Limitations of the Study:

1. The study is restricted to examining junk food consumption behavior among college
students exclusively.
2. The study is confined to Dr. Ambedkar Law University.
3. Data analysis relies solely on the responses provided by the respondents.

5
Scope of the Study:

1. This study encompasses an exploration of the factors influencing junk food consumption
behavior.
2. This study investigates the considerations involved in eating outside the home.
3. This study facilitates an analysis of the overall behavior of students regarding junk food
consumption.

Result and discussion:

TABLE 1: Demographic Features

S.No Particulars Characteristics No. of responds Percentage

= 100

1 Gender Male 51 51%

Female 49 49%

Total 100 100%

2 Place of residence Home 32 32%

Hostel 31 31%
Paying guest 37 37%

Total 100 100%

3 Father’s education Middle school 0 0%

High school 48 48%
graduate 52 52%

Total 100 100%

4 Mother’s education Middle school 7 7%

High school 43 43%
graduate 50 50%

Total 93 93%

6
 5 Father’s occupation Business 25 25%
Service 35 35%
Company sector 40 40%

Total 100 100%

6 Mother’s occupation Business 11 11%

Service 32 32%
company sector 20 20%
Homemaker 37 37%
Total 100 100%
Source: Primary data

Interpretation:
The gender distribution among respondents reveals that 51 individuals identified as male,
constituting 51% of the total, while 49 respondents identified as female, representing 49%. In
terms of place of residence, 32 respondents reported living at home (32% of the total), 31
mentioned residing in hostels (31%), and 37 indicated paying guest accommodations as their
place of residence (37%). Regarding fathers' education, none had education up to middle school,
48 completed high school (48%), and 52 are graduates (52%). For mothers' education, 7 had
education up to middle school (7%), 43 completed high school (43%), and 50 are graduates
(50%). In terms of fathers' occupation, 25 are in business (25%), 35 work in the service sector
(35%), and 40 are in the company sector (40%). For mothers' occupation, 11 work in business
(11%), 32 are in the service sector (32%), 20 are homemakers (20%), and 37 work in the
company sector of 37%.

7
 TABLE 2: Preference of Outside Food

Preferred Place to Eat Outside Percentage of Respondents Number of Respondents

Fine Dining Restaurants 23% 23

Mid-Range Restaurants 29.9% 29.9

Casual Dine Restaurants 31% 31

Street Shops 16% 16

Total 100% 100

Source: primary data

Interpretation:
The provided table illustrates the favored dining destinations for respondents when eating
outside. Specifically, 23% of participants opt for Fine Dining restaurants, 29.9% favor midrange
restaurants, 31% prefer casual dine restaurants, and 16% choose street shops for their dining
experiences.

TABLE 3: Personal Opinion about Junk Foods

Percentage of Number of Respondents (out of

Attitude Towards Junk Food Respondents 100)

Love Junk Food 24% 24

Like Junk Food 33% 33

Okay with Consuming Junk

30% 30
Food

Hate Junk Food 1% 1

Total 88% 88

Source: primary data

8
Interpretation:
The provided table indicates that among the respondents, 24% express a strong affection for
junk food, while 33% state that they enjoy junk food. Additionally, 30% of respondents mention
that they are comfortable with consuming junk food. Only 1% of participants express dislike or
hatred towards junk food.

TABLE 4: Frequency of Junk Food Consumption

Junk Food Consumption Percentage of Number of Respondents (out of

Frequency Respondents 100)

Less Than Three Times a 26% 26

Week

More Than Three Times a

70% 70
Week

Total 96% 96
Source: primary data

Interpretation:
The provided information indicates that among the respondents, 26% currently consume junk
food less than three times a week, while nearly 70% of the participants consume junk food more
than three times a week.

TABLE 5: Impact of others factors

Impact of College on Food Percentage of Number of Respondents (out of

Choices Respondents 100)

Greatly Affected 65% 65

Rarely Affected 30% 30

Total 95% 95

Source: primary data

9
Interpretation:
The above table shows that 65% of respondents are Greatly affected in their food choices due to
being in college with almost 130 respondents saying the same and there were 30% respondents
who are rarely affected due to being in college

TABLE 6: Brand Specifications or Loyalties

Percentage of Number of Respondents (out of

Brand Preference While Eating Respondents 100)

Always Prefer Favorite Brand's

23% 23
Items

Like Some Brands and Outlets 37% 38

No Brand Compulsions While 33

32%
Eating

Total 94% 94

Source: primary data

Interpretation:
The data presented in the table reveals that 23.5% of respondents always prefer food items from
their favorite brand. Additionally, 37.7% of participants mentioned that they like some brands
and outlets, while almost 32.8% stated that they have no particular brand compulsions when
eating.

TABLE 7: College affect your food choices compared to being at

home

Reason for Food Choice Percentage of Respondents Number of Respondents (out of 100)

Availability/Access 26% 26

Time Constraints 35% 35

10
 Peer Pressure 21% 21

Price Factor 15% 15

Others - -

Total 97% 97

Source: primary data

Interpretation:

Regarding the reasons for their food choices, 26% of respondents cited availability/access,
34.8% mentioned time constraints, 21.1% indicated peer pressure, and 14.7% stated price factor.
Additionally, responses categorized as "Others" were provided but not quantified.

TABLE 8: Taste of junk food items

Reason for Consuming Junk Food Percentage of Number of Respondents (out

Based on Taste Respondents of 100)

Solely for Taste 23% 23

Taste is Also a Factor 45% 45

Taste is Not the Key Factor 26% 26

Total 94% 94

Source: primary data

11
Interpretation:

The provided data reveals that among the respondents, 23% eat junk food solely for taste, while
45% consume junk food because taste is also a factor. Additionally, 26% of respondents
indicated that taste is not the key factor influencing their consumption of junk food.

TABLE 9: Attractive discount prices (like Buy one Get one, Unlimited meals etc)

Response to Discount Prices on Percentage of Number of Respondents (out

Junk Food Respondents of 100)

Yes, for sure 30% 30

I may utilize it 44% 44

Depends on the day 16% 16

May not utilize discount 10% 10

Total 100% 100

Source: primary data

Interpretation:

The provided data reveals that among the respondents, 30% indicated that they would definitely
buy/consume more junk food when offered discount prices, while 44.1% stated that they may
utilize the discounts. Additionally, 16.2% mentioned that their decision depends on the day, and
less than 10% of respondents indicated that they may not utilize the discount offers.

12
 TABLE 10: Rate each option with a number rating from 1 to 5.

Total
Factors Rating1 Rating 2 Rating 3 Rating 4 Rating 5 Respondents

Quality - - - - 73 73

Hygiene - - - 82 - 82

Brand Reputation - - - 55 30 85

Taste - - - 45 30 75

Ambience - - - 60 30 90

Service - - - 45 45 90

Add on Facilities - - - 36 36 72

Variety in Menu
- - - 49 49 98
Offerings

Discount Schemes - - - 30 30 60

Nutritional Value - - - 23 23 46

Hours of
- - - 35 35 70
Operations
Source: primary data

13
Interpretation:

The ratings provided by respondents indicate that quality is the most important factor when
choosing an eat-out place, with 73 respondents rating it as 5. Hygiene follows closely with 82
respondents rating it as 4. Brand reputation, taste, and ambience are also significant factors, with
30 respondents each rating them either 4 or 5. Service, add-on facilities, variety in menu
offerings, discount schemes, nutritional value, and hours of operations are considered to be of
moderate importance, with varying numbers of respondents rating them as 4 or 5.

Findings:
● Students today prefer to eat outside, especially in fine dine restaurants, mid-range
restaurants, casual dine restaurants (fast food franchise outlets), and very few prefer street
shops. Casual dine is the most preferred among the three, with 30% of respondents opting
for it as their go-to option.

● Most people like junk food, with more than 80% of responses indicating the same. Only
fewer than 20 people said that they don’t like junk food, showing how much today's
students like junk food.

● There are quite a lot of students who replace their regular meal with junk food, and this
tendency to skip a proper meal for junk food is mostly seen in college students, with
more than 50% of students skipping their meals.

● Being in college affects the eating behavior of students on different levels, depending on
the student. More than 25% of students are greatly affected, and 40% sometimes get
agitated due to being in college.

● It is found that due to easy availability/access of junk food in colleges, students tend to
opt for junk food. Also, due to time constraints, peer pressure, and price factors, students
consider consuming junk food.

● Taste is the most important factor for students when they buy junk food.

● Quality, hygiene, brand reputation, taste, ambience, service, add-on facilities, variety in
menu offerings, discount schemes, nutritional value, and hours of operation are
considered the most when deciding a place to eat outside. All these factors influence the
decision of eating outside.

14
Conclusion:

The research findings align with existing literature, showing that certain independent variables
influence consumption behavior, with variations observed based on gender and level of
education. Female students exhibited a greater tendency to replace regular meals with junk food
compared to males. Gender and level of education also impacted factors considered when
choosing a place to eat out. Male students showed more concern about the quality and hygiene of
eat-out places, while females demonstrated stronger brand loyalties. Both genders prioritize taste,
while ambience and secondary factors were rated lower.Variety of menu, nutritional value, and
accessibility were important for both male and female students. However, male students placed
more importance on discount schemes and operating hours of junk food outlets.

References:

● Goyal, A., & Singh, N. P. (2007). Consumer perception about fast food in India: An
exploratory study. British Food Journal, 109(3), 182–195.
● Abdullah, F., Abg Zainoren, Abg Abdurehman, & Hamel, J. (2011). Identifying the
dimension of customer preference in the food service industry. International Conference
on Innovation, Management and Service.
● Jekanowski, M. D., Biknkley, J. K., & Eales, J. (2011). Convenience, accessibility, and
demand for fast food. Journal of Agricultural and Resource Economics Association, 26,
58–74.
● Vaida, N. (2013). Prevalence of Fast Food intake among Urban Adolescent students. The
International Journal of Engineering and Science (IJES), 2, 2319–1805.
● Arulogan, O. S., & Owolabi, M. O. (2011). Fast food consumption pattern among
undergraduate students of the University of Ibadan, Nigeria: Implication for nutrition
education. Journal of Agricultural and Food Technology, 1, 89–93.
● Paeratakul, S., Ferdinand, D. P., Champagne, C. M., Ryan, D. H., & Bray, G. A. (2003).
Fast-food consumption among US adults and child

15