Exploring Motivations for Fast-Food Consumption at Global Chains in Sri Lanka: The Mediating Role of Social Influence

This exploratory sequential mixed-methods study examines the motives for dining at international fast-food restaurants in Sri Lanka, leveraging online data collection for both qualitative and quantitative phases. The initial qualitative phase, administered through an open-ended question online involving 356 participants, identified a range of motives informing the structured questionnaire that was used in the quantitative phase, which yielded 153 responses. The exploratory factor analysis highlighted four principal motives: Perceived Value and Quality, Personal Enjoyment and Variety, Social Influence, and Convenience, which align with the Consumption Value Theory to the greatest extent. The multiple regression analysis revealed the significant mediating role of social factors in determining the behavioral intention toward fast-food consumption. These findings show that in Sri Lanka's fast-food sector, consumer choices and preferences are multifacetedly shaped by a combination of personal preferences and social influences. The study's insights are crucial for international fast-food chains, underscoring the need to develop marketing strategies that align with the unique socio-cultural dynamics of the Sri Lankan market.