Document Type : Original Article


1 Department of Health Services and Promotion, School of Health, Rafsanjan University of Medical Sciences, Rafsanjan, Iran

2 Department of Nursing Education, Research Center for Nursing and Midwifery Care, Shahid Sadoughi University of Medical Sciences, Rafsanjan, Iran

3 Department of Biostatistics and Epidemiology, Research Center of Prevention and Epidemiology of Non-Communicable Disease, School of Public Health, Shahid Sadoughi University of Medical Sciences, Rafsanjan, Iran

4 Department of Education and Psychology, Yazd University, Yazd, Iran


BACKGROUND: Today, marked by advanced scientific approach, urbanism, and changing life style,
there is an ever‑growing rate of fast‑food consumption, which has significantly affected public health.
Hence, the present research aimed to predict factors involved in fast‑food consumption in light of
the prototype/willingness model among the students of Rafsanjan University of Medical Sciences.
MATERIALS AND METHODS: In the present descriptive/analytical research conducted in 2018–2019,
350 students in Rafsanjan University of Medical Sciences were selected through proportionate
stratified random sampling. The required data were collected using a self‑administrated questionnaire
in light of the constructs within the prototype/willingness model and fast‑food consumption behavior.
The data were analyzed in SPSS version 16.0 using descriptive and inferential statistics including
mean scores, standard deviation, correlation coefficient, and linear regression.
RESULTS: Behavioral intention of fast‑food consumption showed to be positively correlated with
positive willingness, positive prototype, positive subjective norms, and positive attitude toward fast‑food
consumption. Furthermore, the correlation between positive behavioral intention of consuming fast
food and positive subjective norms and positive attitude toward fast‑food consumption was statistically
significant (P < 0.05). The underlying constructs of prototype/willingness model altogether managed
to explain 13% of the total variance of fast‑food consumption behavior. Behavioral intention showed
to be the strongest predictor of the behavior (β = 1.613).
CONCLUSION: It is suggested that the preventive measures aimed to reduce fast‑food consumption
among the youth focus more on strengthening negative attitudes and subjective norms concerning
fast‑food consumption.


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