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Dine in Or Out: Understanding the Budgeting and Eating out Behavior of De La Salle University Students

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Dine in Or Out: Understanding the Budgeting and Eating out Behavior of De La Salle University Students DLSU Business & Economics Review 24.2 (2015), pp. 136-149 Dine In or Out: Understanding the Budgeting and Eating Out Behavior of De La Salle University Students Ma. Luisa C. Delayco De La Salle University, Manila, Philippines [email protected] Hazel T. Biana De La Salle University, Manila, Philippines The preparation and consumption of one’s food is governed by choices, attitudes, behavior, and beliefs. In De La Salle University, a school surrounded by a variety of restaurants, students make these food choices every day. Understanding how these food decisions are made is noteworthy, as this paper seeks to comprehend the students’ budgeting and eating out behavior through the use of Fishbein and Ajzen’s Theory of Reasoned Action. The underlying variables of the budgeting and eating out behavior of students are used to explain the pattern of correlations within a set of observed variables. Through an administered survey and data analysis generated by the Statistical Package for sciences (SPSS) software, a factor analysis confirms the expected variables. Considering the following set of observed variables (such as meal planning, budget constraints, proximity, and enjoyment in eating out, attitudes towards eating out, beliefs, and evaluations), behavioral intent and actual behavior of students are described. Results of the study confirm that students do socioeconomic planning for eating out, delicious taste is an underlying variable of beliefs and evaluations, budgeting is an underlying variable of behavioral intent, and bringing baon and budgeting are underlying variables of actual behavior. JEL Classifications:M Keywords: Eating out, Theory of Reasoned Action, budgeting, college students, food From Plato to Marx to Nietzsche, philosophers business, science, psychology, philosophy, and have been trying to answer questions in connection many other disciplines. Journalists, academics, to food. From discussions on food production to and citizens are very interested in the discourse food rights and ethics, known thinkers have on food, from food safety to food health to food touched on the topic of food through various insecurity and politics (Kaplan, 2012). modes of inquiry. The topic of food encompasses Food is both nutrition and culture. The a variety of fields such as economics, ecology, preparation and consumption of food is governed and the politics of culture. It intersects marketing, by a person’s culture—his or her beliefs and Copyright © 2015 by De La Salle University, Manila, Philippines DINE IN OR OUT DELAYCO, M.L. & BIANA, H.. 137 practices (Korsmeyer, 2002). Since food is both consumers, on the other hand, anchor their eating an object of experience and consumption—one behavior after those around them (McFerran, perceives, prepares, and eats it—the epistemology Dahl, Fitzsimons, & Morales, 2010) which can of food involves risk, trust, practical reason, be likened to conformity. physiology, and psychology. Choices, attitudes This study seeks to understand eating out and and beliefs towards food are political in nature. budgeting behavior of DLSU students. With a A person’s food choice has a ripple effect in the population of about 16,200 students in 2013, system of food. Global and local production, and with college students as major spenders distribution, and consumption are highly affected when it comes to electronics, retail, mobile/ by a person’s food choices (Kaplan, 2012). wireless, cars, cosmetics, credit cards, fast In De La Salle University-Manila (DLSU), food, and many others, it pays to know what a myriad of food choices are made every day. their attitudes and beliefs toward eating out are These choices impact on the politics of food and (“Students – between teens and generation Y,” how students make these choices is noteworthy. 2006). After all, Filipino teens and youth make When a student chooses to bring packed food, up a billion peso market. In fact, Filipino teens eat within school grounds or outside school collectively spend more than 300 billion pesos premises, he or she engages in various mental annually. Although DLSU students are a small processes such as budgeting. One’s behavior chunk of the pie, knowing their budgeting and towards spending on eating is dependent on his eating out behavior may help marketing and or her income (or allowance, in this case), thereby strategy companies understand the preferences, aligning purchase behavior with budgeting purchase, and spending habits of this potent expenses (Homburg, Koschate, & Totzek, segment (“Study: Teen youth make up billion 2010). In the United States, where individuals peso market,” 2012). work long hours, readily-available food or fast During the 1960s and 1970s, a person’s attitudes food would be the staple. Significantly, half of a were seen as a combination of his or her beliefs, person’s budget for food is spent on “food away feelings, and actions towards a certain behavior. from home” (FAFH) (Bhuyan, 2011). University The assumption is that behavior and attitude are students, however, bring home-cooked food to eat interconnected. Although this assumption has been in school premises or prefer to buy food within generally accepted, Fishbein and Ajzen (1975) the school (Felinic, Nola, & Matanic, 2008). challenged it by reviewing past researches on the Beliefs, evaluations, and attitudes toward subject. They found out that “although attitude eating, influence eating behavior (Alonso, should be related to behavior, it is not necessarily O’Neil, & Zizza, 2011). According to Telfer so and that behavior is rather driven by intention to (1996), people want to eat out for pleasure. perform a behavior rather than the attitude toward This pleasure is composed of the food itself, the the behavior,” (Hayden, 2014, p. 40) thus, coming ambience, and the company. There is pleasure in up with the theory of reasoned action (Hayden, choosing one’s food, in the exercise of judgment 2014). The most important aspect of the theory of and taste. She likens this food experience to an reasoned action is the concept of intention. One’s attitude of leisureliness. Substantially, these behavior is founded on the notion of intention. attitudes may be altered. For example, although According to Hayden (2014), one will engage in adolescents consume mostly fast food and a specific behavior depending on the extent of the snacks, parents’ and teachers’ warnings on health intention. If one plans or aims to do or perform risks have influenced them to reduce intake of something, he or she is most likely to do as such. these types of food (Sahingoz, 2011). Some Cognitive models of behavior, such as that of the 138 DLSU BUSINESS & ECONOMICS REVIEW VOL. 24 NO. 2 theory of reasoned action, have been commonly behavior intention is composed of both individual used to explain behaviors in connection to health and normative influence. Individual influence and eating (Nowak, Buettner, Woodward, & would be the person’s attitude and normative Hawkes, 2006). influence would be a person’s subjective norm. A few studies have used the theory of What are his personal attitudes and beliefs, and reasoned action for predicting eating behavior. his perception of social pressure when it comes Accordingly, the theory successfully predicts to such choice in food? behavioral intention in relation to eating This research study seeks to determine behaviors (Sangperm, 2006). Examples of such budgeting and eating out behaviors of DLSU studies include that of Sangperm (2006) and College students by identifying underlying Fila and Smith (2006), which used the modified variables that explain the pattern of correlations theory of reasoned action or the theory of planned within a set of observed variables. Considering behavior in their researches. Sangperm’s study a gamut of available fast food restaurants and (2006) examined and predicted healthy eating cafeterias within and outside DLSU, what affects behavior of early adolescents in Thailand. In the these students’ volitional behaviors? According United States, Fila and Smith (2006) explored to this study (Baek, Ham, & Yang, 2006), Filipino the healthy eating habits of Native American college students consider menu price as most Youth. Contento (2007) enumerated studies that significant. Thus, price strongly influences their have been conducted on adults with regard to the food choices. Some studies (Waterlander, de theory of reasoned action. These research topics Boer, Schuit, Seidell, & Steenhuis, 2013) even go range from food choices to dietary modifications as far as applying economic theories such as price in relation to behavioral intention—whether reduction strategies to change dietary behavior. people follow low-fat diets, vegetarian or vegan This being the case, further study of fast food diets, organic diets, or decide to be eco-friendly outlets near school locations and the role of with their food choices. Constructs of the model individual lifestyle attitudes and preferences are of the theory of reasoned action has been used recommended (Richardson, Boone-Heinonen, in studies to determine the eating intention Popkin, & Gordon-Larsen, 2011). Given that behavior relationships of people. What is notable lunch is considered as the most important meal though, is the dearth of studies on adolescents, of the day for students (assuming they take their particularly students. The various changes that breakfast meals at home) (Doepking, Zuñiga, adolescents undergo may affect their behaviors & Troncoso, 2013), what are the underlying and attitudes
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