ECONOMICS

CONSUMER ATTITUDE TO FAST FOOD: THE CASE STUDY OF LITHUANIA

Vilma Tamuliene Aleksandras Stulginskis University, Lithuania [email protected]

Abstract The fastening pace of life is changing Lithuanians’ nutrition habits and the following change turns to be the most favorable for the development of fast food industry. The attitude has a very strong meaning for consumer behavior. The attitude determines the obtainment and loyalty of consumer product and service. It is significant for marketing specialists to identify the components, which form positive attitude towards service or products The availability of food is increasing; however, there emerges a lot of fast food, the consumption of which the aggressive advertising is promoting a lot. As in all fields, as well as in the industry of fast food, there are people, who support the following business and there are some against it. The following attitude might be determined by different components, which shape one’s attitude. The research problem: what are the attitude components and how do they evidence in the selection of fast food in Lithuania? The article aim is as following: after having investigated the consumer attitude components to identify their impact on Lithuanian consumer attitude towards fast food. The research object: the impact of Lithuanian consumer attitude on the selection of fast food. For the research completion, the methods of questionnaire survey were applied. The gained research outcome has disclosed that the selection of fast food in Lithuania is determined under hedonistic consumption although, there is present the expression of the cognitive information process between the components of cognition and behavior. Key words: consumer behavior, consumer attitude, fast food, Lithuania.

Introduction Estonia – 9.9%). (Business week, 2012). The turnover Social and economic causes, such as price, of the fast food restaurant chain - McDonald‘s is comfort, fast pace of life and constantly increasing increasing. Since the year 2012, the sales in operating employment – all that is a modern human‘s daily life McDonald‘s restaurants in Lithuania has increased by when there is not left any time to eat, fast prepared 9% in comparison with the same period in the year fast food turns to be a modern person‘s daily life. 2011. McDonald‘s restaurant sales increased in other The origin of fast food has radically changed Baltic countries too: by 11% in Latvia and even by human‘s lifestyle, attitude towards nutrition and its 20% in Estonia (Business week, 2012). That reveals peculiarities. According to Oxford University Press, that fast food demand is increasing in Lithuania and (2006) fast food – is fast prepared processed food other Baltic countries. According to T. T. Ming et al. served in bars or restaurants as a fast snack or it is (2011), a major part of consumers have a negative intended for takeaway. The availability of food is attitude towards the consumption of fast food and increasing and a lot of fast food restaurants and cafes there forms a paradoxical situation as the consumption emerge, the consumption of which is promoted by food is not decreasing and oppositely it is increasing. advertising. There is flood of fast food restaurants Thus, it is significant to research the components and cafes in Lithuania, Latvia and Estonia, and their forming consumer attitude towards fast food as they turnover is increasing. According to Ieva Salmela, turn to be significant for consumer behavior and the the development director of Hesburger, in Lithuania selection of the accepted information, trademarks ‚Hesburger‘ reached the turnover of 25 million Litas and fast food products. The research problem is in the year 2011, and that is about 38% or 9.5 million the attitude components and how they evidence in Litas more than in the year 2010. Hesburger‘s turnover the selection of fast food in Lithuania. The research in Lithuania increased by 24%, i.e. 31 million Litas in object is the impact of Lithuanian consumer attitude the year 2012 in comparison with the year 2011. It is on the selection of fast food. The aim of the following the greatest increase in all Baltic States in comparison article is after having researched consumer attitude with the growth of the company turnover in Latvia components, to identify their impact on Lithuanian (8%) and Estonia (7.3%) in the same period. General consumer attitude towards fast food. sales incomes in all Baltic States reached 141 million Litas in the year 2012: in Lithuania - 31 million in Materials and Methods Latvia – 52 million and in Estonia – 56 million Litas. Lithuanian consumer attitude towards fast food was In the year 2013, Hesburger‘s turnover reached 36 researched after having adapted a three-component million Litas in Lithuania in comparison with the model according to the attitude by M. Solomon et year 2012, the restaurant chain turnover increased by al. (2006). There has been chosen the quantitative, 13.2% last year and that is the greatest increase among questionnaire-survey method for the research of the three Baltic countries (in Latvia – 11.35%, but in empirical research problem. The scope of the research

RESEARCH FOR RURAL DE ELOPME T 2015, OLUME 2 255 CONSUMER ATTITUDE TO FAST FOOD: Vilma Tamuliene THE CASE STUDY OF LITHUANIA sample is 386, while surveying the population of Results and Discussion Alytus, Kaunas, Klaipėda, Marijampolė, Panevėžys, Attitude conception and the components for its Šiauliai, Tauragė, Telšiai, Utena and Vilnius. 30% of formation men and 70% of women participated in the survey. Attitude formation can be one of the most 52% of the surveyed are married people. The major significant marketing objects as it is highly significant part of the surveyed (75.6%) is at the age of 35 and for consumer behavior, accepted information and the even 74% have average income a month that exceeds selection of trademarks and products. The formulated 1.5 thousand Litas, and 73% of the surveyed have an attitude determines the assessment of fast food and the advanced vocational education and training or higher quality sets assigned to them in consumers’ mind. The education. Respondents are from all over Lithuania, attitude is determined under the fact if an individual i.e. survey outcomes reveal population opinion from is keen or not on the certain issues and how he/ different Lithuanian regions. The questionnaires she behaves in terms of it (Oxford University Pres, were distributed to respondents in an electronic way 2006). According to G. Antoanides et al., (1998), the (uploading them on websites and sending via emails). mentioned conception – an individual trend to assess For the completion of the research there were the existent objects or phenomena in a favorable or set three hypotheses: H1: attitude towards fast food unfavorable manner. The attitude forms the human’s is based on the cognitive information process; H2: respective conception concerning any object, etc. attitude towards fast food is based on behavioral Besides, it is unique agreeably with the fact that learning process; H3: attitude towards fast food is it saves the resources of thinking and energy and based on hedonistic consumption. For the validation especially due to the following reason, attitudes of hypotheses there were applied the methods of change with difficulties (Bakanauskas et al., 2010). correlation and regression. In order to identify The components of the attitude have quite significant correlations among variables, there was completed impact on its formation: beliefs/emotions, behavior the computing of variables and the question statement and cognition, further cognitive – it is a way of the were combined into blocks “affective”, “cognitive”, object cognition, comprehension and understanding “behavioral” and “attitude”. (Urbanskienė et al., 2000). As C. L. Bovee et al. A correlation strength scale for the estimation (1992) claims, the following component is the easiest among variables in order to assess correlation to be penetrated. It consists of the certain consumers’ coefficients was applied. According to V. beliefs and knowledge. The following beliefs can Kasiulevičiaus et al., 2008, there is existent very weak be false and correct, positive or negative. Emotional (0.00–0.19), weak (0.20–0.39), average (0.40–0.69), component (further affective) – these are positive and strong (0.70–0.89) and very strong correlation (0.90– negative consumer’s feelings and emotions in terms 1.00). The correlation coefficient varies from 0 to 1, of the certain object, i.e. how strong something what and its strength is not equal. In order to validate/accept a person likes or dislikes, is. However, it is necessary or reject the set hypotheses, there was completed to highlight that the individuals’, with the same beliefs a regression analysis. The regression analysis can or opinions, response might differ (Bovee et al., 1992). be completed, because after having completed a Consumers’ emotional response to an object means correlation analysis it was determined that among ‘affective’ attitude. For example, a person states: variables there is existent direct positive and significant “I like fast food” or‚ Fast food is terrible‘. Such an correlation. Carrying out a linear regression analysis, example reveals emotional assessment (affective) of three main indicators were taken into consideration: the trial result (Urbanskienė et al., 2000). Behavioral the coefficient of determination2 (R ), the influence component (further behavioral) consists of different coefficient of (non-standardized β) and model actions that a consumer involves while following his/ relevance (p). The coefficient of determination R2 her beliefs or opinions and feelings (Bovee et al., 1992). gains values from the interval [0.1]. The higher the As R. Urbanskienė et al. (2000) state, the following coefficient value is, the more the model is relevant for component outlines an intention to act in terms of an data. It is irrelevant when R2 < 0.20. If ANOVA p- object. A lot of decisions related to purchase and non- value is less than 0.05, the model is relevant. The non- purchase of a respective product or recommendation standardized β – coefficient estimates (Čekanavičius of the service to friends and coworkers reflects et al., 2004). There was applied Cronbach’s alpha “behavioral” in the formation of attitudes. According coefficient for the estimation of the data reliability. to C. L. Bovee et al., (1992), only a positive attitude The data were analyzed and managed applying a is not the final factor that determines the purchase of a statistic software package for social sciences (SPSS good. After all, a consumer might simply have a need Statistic 17.0 version). or some factors might limit its purchase, for example, financial possibilities or a good might be absent in the

256 RESEARCH FOR RURAL DE ELOPME T 2015, OLUME 2 CONSUMER ATTITUDE TO FAST FOOD: THEnent CASE enables STUDY the most OF LITHUANIAprecise expectation of the attitude trend. In order to achieve the following aim,Vilmathere wasTamuliene formed the conception of hierarchical structures, see Fig.1. Each hierarchy represents a static way or in other words the succession of components in the formation attitude.

Behavioral Attitude is based Affective Cognitive on cognitive information

Attitude based on Affective Behavioral 2 Cognitive behavioral learning process

3 Attitude is based Cognitive Behavioral Affective on hedonistic consumption

Figure 1. Three component modelFigure of attitude 1. Three-component. model of attitude. Source:Source: M. M. Solomon, Solomon, G. G.Bamossy, Bamossy, S. AskegaardS. Askegaard and and M. M. K. Hogg . Hogg (2006). (200 ). points-of-sales1) Standard learning that are hierarchy available an to attitudea consumer, is based etc. on All cognitive often information determines process. trademark In the followingloyalty. 2) hierarchy, Hierarchy of threebeliefs attitude concerning components respective are attributes significant of a andgood relative are formed passive. A consumer participation grounds inthe the following process beliefs - attitude under based cognition (assessment). Finally, according to the previously completed assessment, a consumer behaves in one significanceor another way, of each e.g. purchasesof it might a differproduct. depending In the standard on the learningon behavioral hierarchy learningthere is drawn process. a presumption Differently that from a the consumer’sconsumer getslevel involved of motivation into the with acceptance the attitude of a objectpurchase decision.first hierarchy A person is model,motivated in tothe receive second as much hierarchy, very (Solomoninformation et al., as possible2006). Theto consider scientists, alternatives who investigate accurately andpoor make attention a reasonable is paid decision. to the In formation the following of beliefshier and attitude,archy, personscreated givea lot a of great conceptions part of time of toformation. the search M. of informationthe selection and itsof processing,information and related the a ssessmentto the object of and Solomondifferent et alternatives al., 2006, ininvestigated order to be aable three-component to make a reasonable its characteristics.decision, thus the A following consumer process does quitenot pay often a lot of conceptiondetermines of trademark attitude. loyalty.The designed2) Hierarchy three-component of passive participation difference in the to processthe selection attitude of basedone or on another behavioral good for learning process. Differently from the first hierarchy model, in the second hierarchy, very poor attention is paid theoryto the offormation effect ofhierarchy beliefs and interprets the selection relative of information effect a related purchase. to the Nevertheless, object and its although characteristics. there areA con collected of sumerthree doescomponents not pay a onlot ofthe difference formation to thofe selectionconsumer of oneminimal or another data good concerning for a purchase. the object, evertheless, a consumeralt attitude.hough thereThe areauthors collected claim minimal that data‘behavioral’ concerning is the one object, decides a consumer to act decides positively to act inpositively terms of in itterms – to of purchase it of –theto purchasestructural a good. parts However, of attitude; the attitudehowever, is formed it is not only aftera good. the purch However,ase process, the attitude when a is person formed can only try and after the relatedassess with the good the veryand finally completion make aof positive the action, or negative as it is feeling purchase about it. process, That can when be called a person learning can from try behav and assess actionior, when presumption a person’s of choice the attitude is strengthened expression. with During positive orthe negative good experience and finally after the make completion a positive of an ac or negative tion. There is drawn a presumption that a person does not show a great willing in collection of knowledge about thean analysis object, considering of a classical that beingthree-component an absolutely unnecessarystructure activityfeeling andabout waste it. of That time. canThe selectionbe called of learningpurchase from of isattitude, mostly impactedit is sought by sti tomulus find – outreaction which links. component Consumers behavior, are likely whento be affecteda person’s by choicedifferent is advertising strengthened in with impactsthe points the offormed sales, expressiveattitude most packages, or in slogans, other words,encouraging positive to purchase, or negative etc. A consumer experience can assessafter thea product completion theonly following when it isof purchased which component or used. A consumerenables thedoes most not need of to ancollect action. information There foris drawnevery decision a presumption making in that a precisethe following expectation sequence. of the ) Empirical attitude hierarchy trend. In– the orderattitude person is based does on hedonistic not show consumption. a great willing The inkey collection atten of to tionachieve is committed the following to ‘affective’ aim, therein the wasfollowing formed hierarchy. the knowledgeOther two component about ans object,of the attitudeconsidering are moved that beingto an the second plan although the final attitude is created after having formed all three components. The objects, conception of hierarchical structures, see Fig.1. Each absolutely unnecessary activity and waste of time. characteristic to the following hierarchy, distinguish by exclusive untouchable or intangible characteristics: a hierarchyproduct rerepresentspresentation a static or the way package or in otherdesign, words advertising the orThe trademark selection brand. of purchaseA consumer is purchasesmostly impacteda good by successionunder hedonistic of components belief that in the the selected formation good attitude.will provide somestimulus pleasure – andreaction joy. links. Consumers are likely to 1) Standard learning hierarchy - an attitude is based be affected by different advertising in the points-of- onEmpirical cognitive research information outcomes process. In the following sales, expressive packages, slogans, encouraging to hierarchy,According beliefs to a three concerning –component respective model of attributesattitude there of waspurchase, a completed etc. empirical A consumer research can in assess Lithuanian a product con only a goodsumer are attitude formed. towards A consumer fast food. grounds Reliability/credibility the following indicatorswhen it of is questionnaire purchased orquestions used. Aare consumer presented doesin not Table 1. beliefs under cognition (assessment). Finally, need to collect information for every decision-makingTable 1 according to the previouslyCronbach’s completed alfa assessment,coefficients forin theblocks following of uestions sequence. 3) Empirical hierarchy – the a consumer behaves in one or another way, e.g. attitude is based on hedonistic consumption. The key Cronbach’s purchases a product. In the standard learning hierarchy attention is committed umber of to questions ‘affective’ in the following Blocks of questions ala there is drawn a presumption that a consumer gets hierarchy. Othercompleting two components the block of the attitude are involved into the acceptance of a purchase decision. A moved to the second plan although the final attitude Assessment of emotional statements concerning fast food 15 0. person is motivated to receive as much information as is created after having formed all three components. possible to consider alternatives accurately and make The objects, characteristic to the following hierarchy, a reasonable decision. In the following hierarchy, distinguish by exclusive untouchable or intangible persons give a great part of time to the search of characteristics: a product representation or the information and its processing, and the assessment package design, advertising or trademark brand. A of different alternatives in order to be able to make a consumer purchases a good under hedonistic belief reasonable decision, thus the following process quite that the selected good will provide some pleasure and

RESEARCH FOR RURAL DE ELOPME T 2015, OLUME 2 257 CONSUMER ATTITUDE TO FAST FOOD: Vilma Tamuliene THE CASE STUDY OF LITHUANIA

Table 1 Cronbach’s alfa coefficients for blocks of questions

Number of questions com- Blocks of questions Cronbach’s alpha, α pleting the block Assessment of emotional statements concerning fast food 15 0.837 Assessment of cognitive statements concerning fast food 15 0.942 Assessment of behavioral statements concerning fast food 10 0.801 Assessment of attitude statements concerning fast food 8 0.727 joy. is between ‘behavioral’ and ‘cognitive’ (r = 0.839), Empirical research outcomes between ‘behavioral’ and ‘affective’ (r = 0.801) According to a three –component model of variables. The relationship of average strength was attitude there was a completed empirical research determined between ‘attitude’ and ‘cognitive’ (r = in Lithuanian consumer attitude towards fast food. 0.461) and between ‘cognitive’ and ‘affective’ (r = Reliability/credibility indicators of questionnaire 0.451) variables. Weak correlational relationship questions are presented in Table 1. is between ‘attitude’ and ‘behavioral’ (r = 0.331) All coefficients exceed 0.7, and as a result there variables. In summary, it can be stated that it was might be drawn a conclusion that the questions statistically determined that there is existent positive are consequent and reliable. The highest reliability and statistically significant relationship among the manifests in the assessment of the following category components which form consumer attitude: affective, questions: cognitive (0.942), affective (0.837) and cognitive, behavioral and attitude. behavioral (0.801). Regression analysis Correlation analysis As it can be seen from the data presented in In order to identify connection among variables, Table 2, the signs of all coefficients are positive as computing of variables was carried out and question the correlational coefficients are; thus, the regression statements were divided into blocks ‘attitude’, analysis is relevant. Besides, the coefficient of ‘affective’, ‘cognitive’, and ‘behavioral’. The determination is quite high in all cases (R2>0.20); estimated coefficients are provided in Table 2. thus, this means that he model describes data quite As it can be seen from Table 2, variables well, and simple linear regression model cannot be intercorrelate as in all cases p = 0.000 and it is less rejected as irrelevant one. The generalized data of the than the determined significance level (α = 0.01) regression analysis are presented in Table 3. and the following means that there is present a In Table 3, it can be seen that in all cases p value of statistically significant relationship among variables. ANOVA criterion is less than 0.05 (p=0.000), thus it Due to the fact that all coefficients are positive, the can be stated that there is present dependence among correlational relationship among variables is positive, variables. The coefficient estimates are presented in too. Correlational coefficients among variables vary the column of Unstandardized Coefficients β. Thus, from 0.331 to 0.882. The strongest correlational simple linear regression analysis is relevant for data, relationship is between ‘attitude’ and ‘cognitive’ and the gained coefficients are statistically significant. (r = 0.882) variables. Agreeably with correlational Agreeably with the data presented in Table 3, it can be coefficients it can be seen that strong relationship seen that there exists a simple linear regression between

Table 2 Correlations coefficient between variables

Affective Cognitive Behavioral Attitude Affective 1.000 .451** .801** .882** Correlation Coef. Sig. (2-tailed) .000 .000 .000 Cognitive .451** 1.000 .839** .461** Correlation Coef. Sig. (2-tailed) .000 .000 .000 Behavioral .801** .839** 1.000 .331** Correlation Coef. Sig. (2-tailed) .000 .000 .000 Attitude .882** .461** .331** 1.000 Correlation Coef. Sig. (2-tailed) .000 .000 .000 **. Correlation is significant at the 0.01 level (2-tailed).

258 RESEARCH FOR RURAL DE ELOPME T 2015, OLUME 2 CONSUMER ATTITUDE TO FAST FOOD: THE CASE STUDY OF LITHUANIA Vilma Tamuliene

Table 3 Main influence on variable

Independent variable R2 β p Dependent variable Affective 0.218 0.317 0.027 Cognitive Affective 0.284 0.304 0.021 Behavioral Cognitive 0.760 0.817 0.000 Behavioral Behavioral 0.210 0.217 0.034 Attitude Behavioral 0.294 0.392 0.014 Cognitive Cognitive 0.276 0.319 0.012 Attitude Behavioral 0.603 0.858 0.000 Affective Affective 0.616 0.843 0.000 Attitude

‘affective’ and ‘cognitive’ (p<0.05), thus, when there is in the methodological part of research are illustrated increasing ‘affective‘, there is respectively increasing in ‘a three-component model of attitude’, see Fig. 2. cognitive’ component. The following regression Standard hierarchy forms Lithuanian consumer is statistically significant as the least coefficient of attitude towards fast food. When consumer attitude determination is R2=0.210>0.20. ‘Affective’ impacts towards fast food is based on the cognitive information ‘cognitive’ that is equalBehavioral to 0.317. The0.294 following0. 92 process,0.014 respectivelyCognitive the gained data (R2=0.218>0.20; shows a weak, but statistically significant relationship. β=0.317), when ‘affective’ has a very weak impact Although being weak,Cognitive however, ‘affective’0.2 0.has 19 on 0.‘cognitive’;012 (RAttitude2=0.760>0.20; β=0.817), when statistically significant impact on ‘behavioral’ (β=304), ‘cognitive’ has a very strong impact on ‘behavioral’; Behavioral 0. 0 0. 5 0.000 Affective and ‘behavioral’ impacts ‘attitude’ weakly (β=217), (R2=0.210>0.20; β=0.217), when ‘behavioral’ has a ‘behavioral’ impacts Affective‘cognitive’ component0. 1 weakly0. 4 very0. 000weak impact onAttitude ‘attitude’. That discloses the fact (β=392), ‘cognitive’ does not have a strong impact, that Lithuanian consumer attitude towards fact food but very significant statistically one on ‘attitude’ is weakly grounded by cognitive information process, component (β=319). ‘Cognitive’ has a strong impact although ‘cognitive’ has strong impact on ‘behavioral’. In Table , it can be seen that in all cases p value of A O A criterion is less than 0.05 (p 0.000), thus it can be on ‘behavioral’stated that there component is present dependenceas it was determined among variables. that TheAgreeably coefficient estimateswith the aregained presented data inof the empirical column of research whennstandarded there is increasing eents ‘cognitive’, β. s, simple ‘behavioral’ linear regression it analysiswas determined is relevant for that data, theand thehierarchy gained coeffi of passive componentcients are is statistically increasing significant. too, as Agreeably there is with present the data presentedparticipation in Table in ,the it can process be seen determinesthat there exists Lithuanian a simplesimple linear linear regression regression among between them ‘affective’ (p<0.05) and that‘cognitive’ is consumer (p 0.05), thusattitude, when theretowards is increasing fast food.‘affective‘, Lithuanian statisticallythere is respectivelysignificant increasing (R2=0.760>0.20), cognitive’ ocomponent. β =0.817. The followingconsumer regression attitude towardsis statistically fast foodsignificant is grounded as the under least coefficient of determination is R2 0.210>0.20. ‘Affective’ impacts ‘cognitive’ that is equal to 0. 1 . The As itfollo canwing be seenshows from a weak, the but data statistically in Table significant 3, there relationship. is behavioral Although learning being process,weak, however, when the‘affective’ gained has ‘affective’ presentstatistically linear signif (p <ant 0.05), at statistically n earal significant (β 04), and has‘behaviora weakl impactats atttdeon ‘behavioral’ eakl (β (R 212=0.284>0.20; ), ‘be (R2=0.603>0.20)havioral’ impacts relationship ‘cognitive’ among compnent ‘behavioral’ eakl (β and 92), β=0.304),‘cognitive’ ‘behavioral’does not have hasa strong weak impact, impact but on very ‘cognitive’ ‘affective’significant component, statistically andne n‘behavioral’ atttde nent impact on (β 19).component ‘Cognitive’ (R has2=0.294>0.20; a strong impact β=0.392), on ‘behavioral’ ‘cognitive’ ‘affective’component is equal as it was0.858. determined The analysis that when has there disclosed is increasing has ‘cognitive weak impact’, ‘behavioral’ on consumer component attitude is increasing towards fast too, as there is present simple linear regression among them (p 0.05) that is statistically significant 2 that (Rwhen2 0. ‘affective’ 0>0.20) βis =0.. getting s tbetter, an e ‘attitude’seen r teis datafood n ale (R =0.276>0.20; tere s resent lnear β=0.319). (p 0.05), Following statis the gettingtically better significant too, as ( Rthere2 0. 0is>0.20) present relationship linear (p<0.05) among ‘behavioral’ research, and it ‘affective’was determined component, that and empirical ‘behavioral’ hierarchy statisticallyimpact on significant ‘affective’ is(R equal2=0.616>0.20) 0. 5 . The analysisrelationship. has disclosed forms that the when Lithuanian ‘affective’ consumer is getting attitudebetter, ‘attitude’ trend towards 2 ‘Affective’is getting impact better ontoo , ‘attitude’as there is ispresent equal linear 0.843. (p The0.05) statisticallyfast food significant when ‘cognitive’(R 0. 1 >0.20) impacts relationship. ‘behavioral’ ‘Affective’ impact on ‘attitude’ is equal 0. 4 . The data committed to the validation2 of the set hypotheses in the data committedmethodological to thepart validationof research areof theillustrate set hypothesesd in ‘a three componentcomponent model (R of =0.760>0.20;attitude’, see Fig. β=0.817), 2. ‘behavioral’

0.317 0.817 0.217 Attitude is based Affective Behavioral Cognitive on cognitive information

0.304 0.392 0.319 Affective Behavioral Attitude based on Cognitive behavioral learning process

0.817 0.843 0.858 Attitude is based Cognitive Behavioral Affective on hedonistic consumption

FigureFigure 2. 2.Empirical Empirical data inin a a three three-component component model model of attitude of attitude. .

Standard hierarchy forms Lithuanian consumer attitude towards fast food. When consumer attitude towards fast food is based on the cognitive information process, respectively the gained data (R2 0.20.20 β=0.) when ‘affective’ has a very weak impact on ‘cognitive’; (R2 0. 0>0.20 β=0.) en ntive’ has a very RESEARCHstrong impact FOR RURALon ‘behavioral’; DE ELOPME (R2 0.200.20 T 2015, β=0.2) OLUME en 2 earal as a er eak at n att 259 tude’. That discloses the fact that Lithuanian consumer attitude towards fact food is weakly grounded by cogni tive information process, although ‘cognitive’ has strong impact on ‘behavioral’. Agreeably with the gained data of empirical research it was determined that the hierarchy of passive participation in the process determines Lithuanian consumer attitude towards fast food. Lithuanian consumer attitude towards fast food is grounded under behavioral learning process, when the gained ‘affective’ has weak impact on ‘behavioral’ (R2 0.2 4>0.20; β=0.0) earal as eak at n nte nent (R2=0.20.20 β=0.2) nitive’ has weak impact on consumer attitude towards fast food (R2=0.20.20 β=0.). lln te resear, it was determined that empirical hierarchy forms the Lithuanian consumer attitude trend towards fast food when ‘cog nitive’ impacts ‘behavioral’ component (R2 0. 0>0.20 β=0.) earal ats aete CONSUMER ATTITUDE TO FAST FOOD: Vilma Tamuliene THE CASE STUDY OF LITHUANIA impacts ‘affective’ (R2=0.603>0.20; β=0.858), and ‘affective’ impacts ‘attitude’ (R2=0.616>0,20; Conclusions β=0.843). Nevertheless, empirical hierarchy reflects A fastening pace of life and changing nutrition Lithuanian consumer attitude towards fast food determine consumer attitude towards fast food, those best, where attitude towards fast food is based on are impacted by rapid economical development, hedonistic consumption. ‘Affective’ component has globalization and employment. The fastening pace some impact on Lithuanian consumer attitude towards of life changes consumers’ nutritional habits, and fast food. Two other components of attitude are the following change is the most favorable to the moved to ‘the second plan’ although the final attitude development of fast food industry, the turnover of is created after having formed all three components. which is increasing not only in Lithuania, but in other Fast food is distinguished by exclusive untouchable Baltic States too. A need for already ready i.e. fast or intangible characteristics: product representation food is increasing. or the package design, advertising or trademark Consumer attitude towards fast food is formed by brand. A Lithuanian consumer purchases fast food ‘affective’, ‘cognitive’ and ‘behavioral’ components, under hedonistic belief that the selected fast food will the succession outlining of which determines the trend provide some pleasure and joy. As the research shows, and hierarchy of attitude. The trend of attitude can be Lithuanian consumers’ standard attitude hierarchy, based on three hierarchies: standard, when the attitude when the attitude towards fast food is based on is based on cognitive information process; passive cognitive information process towards fast food, is participation hierarchy, when the attitude towards expressed weakly although ‘cognitive’ component has fast food is based on behavioral learning process and strong impact on consumer behavior. That discloses empirical hierarchy, when the attitude towards fast the fact that nevertheless, Lithuanian population food is based on hedonistic consumption. pays attention to information search related to fast Empirical hierarchy forms Lithuanian consumer food and assessment of food alternatives in order to attitude towards fast food best, when the attitude make a reasonable decision. Meanwhile, Lithuanian towards fast food is based on hedonistic consumption, population’s hierarchy of passive participation in the where ‘cognitive’ strongly impacts ‘behavioral’ process, where consumer attitude towards fast food component (R2=0.760>0.20; β=0.817), ‘behavioral’ is based on behavioral learning process, is expressed strongly impacts ‘affective’ (R2=0.603>0.20; β=0.858), weakly. Consequently, there is drawn a presumption ‘affective’ strongly impact ‘attitude’ (R2 = 0.616 > that Lithuanian consumer attitude towards fast food 0.20; β=0.843). Standard hierarchy forms Lithuanian is weakly formed only after the process of purchase, consumer attitude towards fast food weakly, where when a person can try and assess the fast food product, the consumer attitude towards fast food is weakly while forming a positive or negative feeling about it. based on cognitive information process, respectively, The stimulus – reaction links impact the consumer’s the gained data (R2=0.218>0.20; β=0.317), where purchase selection weakly. Lithuanian consumers are ‘affective’ has a very weak impact on ‘cognitive‘; not affective for fast food advertising in the points- (R2=0.760>0.20; β=0.817), where ‘cognitive’ has a of-sales, expressive packages and slogans, those are very strong impact on ‘behavioral’; (R2=0.210>0.20; encouraging to buy, etc. Lithuanian consumers pay β=0.217), where ‘behavioral’ has a very weak impact greater attention to beliefs while selecting information on ‘attitude’. The hierarchy of passive participation about an object or its characteristics. in the process determines the trend of Lithuanian Generalizing the statistical claim of hypotheses, consumer attitude towards fast food most weakly. it can be stated that all three hypotheses, set in the Lithuanian consumer attitude towards fast food methodological part, have been validated. The is most weakly impacted by behavioral learning following means that all links determined under the process, where the gained ‘affective’ has a weak adapted three component model according to M. impact on ‘behavioral’ (R2=0.284>0.20; β=0.304), Salomon et al. (2006) are statistically significant, and and ‘behavioral’ has a weak impact on ‘cognitive’ there is a present direct impact of variables. Three component (R2=0.294>0.20; β=0.392), ‘cognitive’ hierarchies form the trend of Lithuanian consumer has a weak impact on ‘consumer attitude towards fast attitude towards fast food: standard, when Lithuanian food (R2=0.276>0.20; β=0.319). consumer attitude towards fast food is based on Following the empirical research, it was determined cognitive information process; passive participation that the selection of fast food in Lithuania, determines hierarchy, when Lithuanian consumer attitude towards Lithuanians’ attitude towards fast food, based on fast food is based on behavioral learning process most hedonistic consumption, although there is present weakly and empirical hierarchy, when Lithuanian the expression of cognitive information process, consumer attitude towards fast food is based on particularly between ‘cognitive’ and ‘behavioral’ hedonistic consumption most. components.

260 RESEARCH FOR RURAL DE ELOPME T 2015, OLUME 2 CONSUMER ATTITUDE TO FAST FOOD: THE CASE STUDY OF LITHUANIA Vilma Tamuliene

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