Abstract
In order to study the factors affecting the decision to buy Fast food of the GenZ generation in Vietnam, the research team used quantitative research methods based on the analysis of data collected from a survey of 308 GenZ respondents in Vietnam. The research team used the SMARTPLS software to process the survey data collected. The results show that, among the 6 factors considered with a 95% confidence level, there are 4 factors that have an impact on the decision to buy Fast food of GenZ Vietnam, in which "Price" (GC) has the strongest impact on the decision to buy Fast food of GenZ Vietnam with an impact level of 0.3; followed by the factor "Perceived Behavioral Control" (NTKS) with an impact level of 0.206; the factor "Product Quality" (CLSP) has an impact level of 0.197; the factor "Attitude towards Fast food" (TD) has an impact level of 0.155; with a 90% confidence level, the factor "Convenience" (TT) has an impact level of 0.135. The factor "Subjective Norm" (CCQ) is not statistically significant to conclude the effect of the factor on the dependent variable "Decision to buy Fast food of GenZ Vietnam" (QD). From the research results, the authors propose some discussions to promote the consumption of Fast food for the restaurants producing and selling this item.
Keywords
sustainable performance governance
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