The Fast-Food Culture in Bangladesh: A Study on Youth Health Risks and Roles of Social Media Addressing the Promotional Activities

Over the past two decades, Bangladesh has witnessed a dramatic shift in food consumption patterns, with the proliferation of fast-food outlets and Western-style food practices becoming increasingly prominent, particularly among urban youth. This cultural shift is closely tied to the country’s rapid economic development, changing lifestyles, and increased exposure to global consumer trends. Young people aged 16 to 25, especially those in metropolitan centers like Dhaka and Chattogram, are at the forefront of this trend—frequently consuming fast food as part of their daily routines. The consequences are becoming increasingly visible: rising rates of obesity, metabolic disorders, hypertension, and other non-communicable diseases (NCDs) are being reported among this demographic. Concurrently, the digital landscape in Bangladesh has evolved, with social media platforms such as Facebook, Instagram, and YouTube emerging as dominant forces in shaping youth behavior and consumer preferences. Fast-food brands have capitalized on this trend through highly targeted promotional campaigns that leverage influencer marketing, geo-tagged advertisements, interactive content, and youth-centric branding strategies. These marketing tactics play a critical role in reinforcing fast-food consumption among young people.This study employs a mixed-methods approach, combining a quantitative survey of 1,000 university students across major urban centers with qualitative content analysis of 100 fast-food advertisements on social media. Findings reveal a strong correlation between high social media exposure and increased frequency of fast-food consumption, with key motivational drivers including convenience, peer influence, and perceived modernity. The study is framed by the Health Belief Model and Media Dependency Theory, offering critical insights into how digital culture intersects with health behaviors. The research highlights the need for public health interventions, media literacy education, and regulatory frameworks to address the growing youth health crisis driven by fast-food culture in Bangladesh.