The Role of Habit in Fast Food Consumption: Integrating Habit into the Theory of Planned Behaviour

This study examines the role of habitual behaviour in adolescent fast-food consumption and its implications for the Theory of Planned Behavior (TPB). While TPB traditionally explains behaviour through attitudes, subjective norms, and perceived behavioural control, our findings suggest that habitual automaticity, contextual triggers, and environmental cues are stronger predictors of fast-food consumption. The results show that higher maternal education reduces fast food as a meal replacement but does not significantly impact overall consumption frequency, indicating that external social and environmental factors outweigh parental influence. Additionally, fast food consumption persists even without advertising or promotions, reinforcing the habit-driven nature of this behaviour. These findings suggest that habit should be integrated into TPB as a direct predictor of behaviour, shifting intervention strategies from awareness-based approaches to habit-disruption models. Policies should focus on modifying food environments, leveraging social norms, and using behavioural nudges to encourage sustainable eating behaviours.