Socialization Agents on Adolescent Consumer Vulnerability with the Moderating Effect of Family Income: Evidence from Franchised Fast-Food Industry in Sri Lanka

Adolescents are considered a highly vulnerable customer group owing to their overconsumption of fast food, and existing scholars suggest that socialization agents play a prominent role in adolescent nutritional knowledge and purchasing preferences. Additionally, the current literature highlights that the consumption of fast food varies with family income. Within this backdrop, the study aimed to analyze the moderating role of family income on socialization agents and adolescent consumer vulnerability, due to the scarcity of existing studies relevant to the field. Primary data were collected from 910 adolescents studying in national government schools in Sri Lanka based on a stratified random sampling method through a 69-item self-administered questionnaire. Results indicated that the five socialization agents; Peers, Parents, TV advertisements, the Internet, and Retailers—have a positive influence on adolescent consumer vulnerability in the Sri Lankan franchised fast-food industry, proving the first five hypotheses. Further, hypothesis six was also proved, revealing that family income significantly moderates the relationship between Peer pressure, TV advertising, and retailers’ influence on adolescent consumer vulnerability. Finally, the present study provides profound insights for both practitioners and theoreticians who wish to study the consumption behavior of adolescent consumers.