패스트푸드 소비자의 위험지각이 구매행동에 미치는 영향

Impacts of Perceived Risk on Purchasing Behavior by Fastfood Consumers

This study is to analyze and understand the changes in consumers‘ behavior while purchasing fast-food products, when one perceive dangers concerning high calories, cancer-causing agents, environmental pollution, facilities of sanitation and of anti-American sentiments, The results show that development of health menus with products low in fat and/or an assortment of vegetables are of necessity. In regards to environmental issues, it requires the use of not just the disposable materials but of recycling packages, and should consider sanitation of the products a high priority. With the matter respecting Anti-American sentiments, it is often considered temporal.