Abstract
Although most American eat at a fast-food restaurant 1 to 3 times a week, they would realize that fast food consumption is highly associated with chronic diseases and generates negative impacts on their health. As fast-food consumers become more health-conscious, fast-food brands strive to build a more health-oriented image on their fast-food products. Thus, this study proposes a conceptual model that aims to examine direct and indirect impacts of consumers’ BMI, self-efficacy, perceived brand trust, and brand commitment on their fast-food consumption. An online survey using Amazon Mechanical Turk is conducted with a total of 484 female and 380 male participants included in the final analysis. Results show that the mediating effects of self-efficacy, brand trust in, and brand commitment with the fast-food product with nutrition facts are significantly generated on consumers’ fast-food consumption. Moreover, indirect effects are found on consumers’ fast-food consumption via the nexus of their self-efficacy, brand trust, and brand commitment. The study also offers practical insights into the impact of health-conscious consumers’ brand perceptions on their fast-food consumption.