Understanding the Perception of Generation Z towards Fast Food's Product Safety, Nutrition, and Health

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Nor Suziwana Tahir
Yarina Ahmad
Mohammad Reevany Bustami
Siti Nur Fathanah Abd Hamid
Nor Ezatie Mukminah Muhammad Zamri
Ratna Mulyany


Adolescence is crucial before the transition to adulthood, and developing healthy eating behaviours in early adolescence is vital for long-term health and well-being. The high prevalence of fast food consumption among the young generation leads to excessive weight. Hence, this study investigates how Generation Z perceives the CSR practices performed by fast food restaurants to ensure products' safety, nutrition, and health. The Theory of Stakeholder is employed to explain the responsibility of businesses to their stakeholders. 330 respondents responded to the survey. This study confirms that the four CSR dimensions influence fast food's product safety, nutrition, and health.

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How to Cite
Tahir, N.S., Ahmad, Y., Bustami, M.R., Abd Hamid, S.N.F., Muhammad Zamri, N.E.M. and Mulyany, R. 2023. Understanding the Perception of Generation Z towards Fast Food’s Product Safety, Nutrition, and Health . Asian Journal of Environment-Behaviour Studies. 8, 25 (Jun. 2023). DOI:https://doi.org/10.21834/aje-bs.v8i25.429.