Fast Food Consumption on Students’ Buying Impulsivity

Fast food consumption has become a significant aspect of senior high school students' lifestyles, often associated with impulsive purchasing behavior. However, its specific influence on the buying patterns of Grade 12 students remains insufficiently investigated. A descriptive-correlational research design was utilized, targeting 116 Grade 12 students from Mapúa Malayan Colleges Mindanao, selected through stratified random sampling. Data were collected using a validated 18-item questionnaire focusing on fast food consumption factors and impulsive buying behavior, administered online with prior institutional approval. The findings reveal that taste, convenience, and satisfaction significantly influence fast-food consumption among Grade 12 students at Mapúa Malayan Colleges Mindanao, with taste receiving the highest mean rating (4.457). Similarly, impulsive buying, fast food chains, and promotional signage strongly impact buying behavior, with a moderate positive correlation (r = 0.558, p < .001) observed between fast-food consumption and impulsivity. These results highlight the role of fast-food factors in shaping consumer habits, aligning with prior studies emphasizing taste, accessibility, and marketing strategies. The study reveals that taste, convenience, and satisfaction drive fast-food consumption, significantly influencing impulsive buying behavior among students. It highlights the importance of fostering financial awareness and self-control to mitigate impulsive spending and suggests exploring broader demographic factors to better understand student purchasing decisions.