Fast-food addiction and anti-consumption behaviour: The moderating role of consumer social responsibility

This study aims to understand the drivers of fast-food addiction and the role of consumer social responsibility (CSR) on the relationship between fast-food addiction and anti-consumption. Due to growing health concerns, an increasing number of consumers have been avoiding the consumption of fast food. Based on a sample of 539 respondents, all pertaining to generation Y in Pakistan, this study tests a model including addiction and anti-consumption behaviour. Empirical results provide strong evidence that individual and sociocultural factors together with advertising practices influence consumers’ fast-food addiction. Results also reveal that CSR moderates the relationship between fast-food addiction and anti-consumption behaviour. Interestingly, the present study pioneers the discussion on how addiction can drive anti-consumption. The findings can help public policy makers and managers to understand consumers’ anti-consumption tendencies and help promote healthier consumption habits.