Date of Graduation

8-2016

Document Type

Thesis

Degree Name

Master of Science in Human Environmental Science (MS)

Degree Level

Graduate

Department

General Human Environmental Sciences

Advisor/Mentor

Ogbeide, Godwin-Charles A.

Committee Member

Hammond, Rhonda K.

Second Committee Member

Bailey, Mechelle T.

Keywords

Health and environmental sciences; Fast food; Marketing; Millennials

Abstract

Fast food marketing is an effective tool used by businesses to build food brand recognition among their consumers. Increased fast food consumption has been linked to the increase in high calorie consumption. This study sought among Millennials to assess the association between fast food marketing and consumption of fast food. It further dealt with perceptions on the relationship between fast food consumption and weight gain. A convenience sample of 507 participants was used to collect data from University of Arkansas’ students through an online survey and an in person survey. An independent sample t test and multivariate analysis of variance (MANOVA) were used to analyze the data. The findings indicated that knowledge levels affected consumption decisions. Low nutritional knowledge level consumers would be more likely influenced by fast food advertisement to purchase fast food as opposed to consumers with adequate nutritional knowledge level. In addition, the findings revealed that mere nutritional knowledge does not necessarily lead to low prevalence of obesity. However, there was a relationship between the level of consumption of fast foods and obesity. The results of this study provided policy implications on how to help strengthen nutrition education resources and ultimately have an impact on Millennials dietary behavior.

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