The Impact of Socialization Agents on Adolescent Consumer Vulnerability: Moderating Role of Living Area (With Reference to Franchised Fast-Food Industry in Sri Lanka)

Adolescence is a critical period in the life cycle of a human being and the consumption of food in this stage is detrimental for growth and development. As per the existing findings, socialization agents play a role in impacting nutrition knowledge, preferences, and purchasing preferences associated with food. In comparison to other life stages, during adolescence, consumers are more interested in eating junk foods and most of the times they have no desire to eat homemade foods. Further, the current literature highlighted that increasing availability of fast-food has become a major reason for the consumption of fast-food among adolescents in Asian Countries. Within this backdrop, the present study strived to analyze the moderating role of Living Area on Socialization Agents and Adolescent Consumer Vulnerability, due to inadequacy of existing studies relevant to the field. Primary data were collected from 910 Adolescents studying in national government schools in Sri Lanka based on stratified random sampling method through a 69-item self-administered questionnaire. Results indicated that the five socialization agents; Peers, Parents, TV advertisements, Internet and Retailers positively influence on Adolescent Consumer Vulnerability in Sri Lankan franchised fast-food industry, proving the first five hypotheses. Further, hypotheses 6a was also accepted proving that Area of Living partially moderates the relationship between Socialization Agents and Adolescent Consumer Vulnerability.