Mapping Research on Fast Food Consumption and Societal Outcomes: A Micromarketing Bibliometric Study

DOI: https://doie.org/10.10399/APER.2025128776

Authors:

Ritu Kashyap, Dr. Kavita Laghate, Dr. Reema Shah, Dr. Stuti Sahni, Prof. Bhushan Padval

Keywords:

Consumer Behaviour, Fast food, Bibliometric analysis, SCOPUS, VOS Viewer, PRISMA, Hedonic, Utilitarian, Sustainability, societal norms

Abstract:

In the progressive era of rapid transformation, food service industry stands as dynamic sector that is evolving and reshaping with respect to consumer preferences, technological integration and globalization. As a result, the food service industry has witnessed accelerated popularity leading to transformations from fine dining to casual dining, to fast food, street food and take aways concepts. Ali-Alsaadi et al., (2023). Lot of research in the area has been done focussing on health, hygiene, quality aspect and understanding the consumer behaviour towards various sector of food service industry. The current study is an attempt to provide comprehensive bibliometric analysis of the research work that has been carried with respect to studying consumer behaviour towards fast food . The aim is to map the intellectual structure and thematic evolution of the field. The bibliometric study has been conducted using SCOPUS database. The most used and popular network visualisation VOS Viewer is used to analyse the research work done in the field. The findings of the bibliometric analysis reveals four core dimensions that shapes the literature in the area so far, which includes 1) a thematic shift from health-related concerns to sociocultural and lifestyle pattern (2) strong geographic clustering in countries (3) the shift of consumer values from utilitarian – functional needs to more complex hedonic – emotional needs with respect to fast food preferences, and (4) an upward shift in publications, particularly post-2010. The study also highlights the increasing role of glocalization, digital influence, and symbolic consumption patterns in shaping fast food demand contributing to better understanding of consumer behaviour towards fast food offering great implications for marketers, policy makers, scholars in navigating the interplay between culture, consumption and convenience.

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