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Abstract: This study applied and extended the Theory of Planned Behaviour (TPB; ) in an examination of the variables influencing fast-food consumption in an Australian sample. Four hundred and four participants responded to items measuring TPB constructs and retrospective and prospective measures of fast-food consumption. Additional independent variables included: Consideration of Future Consequences (), Fear of Negative Evaluation (), and Self-Identification as a Healthy Eater Scale (). Structural Equation Modeling (SEM) was used to examine predictors of consumption. SEM indicated that the TPB successfully predicted fast-food consumption. Factor analyses assisted in the definition of constructs that underlay attitudes towards fast foods. These constructs were included in an ‘extended’ TPB model which then provided a richer source of information regarding the nature of the variables influencing fast-food consumption. Findings suggest that fast-food consumption is influenced by specific referent groups as well as a general demand for meals that are tasty, satisfying, and convenient. These factors reflect immediate needs and appear to override concerns about longer-term health risks associated with fast food. Results are discussed in the context of possible applications. [Copyright &y& Elsevier]

Abstract: The consumption of energy-dense fast foods has been implicated as a causal factor in the development of obesity. The development of strategies to modify food choice behaviour requires an understanding of the behaviour and the driving factors. This study examined the rationale behind decisions to either choose or avoid fast foods. Drawing partly on the Theory of Planned Behaviour (Ajzen, (1988)), a qualitative design was employed to examine the beliefs and perceptions associated with fast-food consumption within an Australian sample. Findings provided an indication that positive affective reactions to fast food, convenience, and self-serving cognitions may override cognitive analyses of the longer-term health risks associated with frequent fast-food consumption. [Copyright &y& Elsevier]