INTENTION TO PURCHASE JUNK FOOD AMONG LONG SITTING WORKERS: A STUDY OF BANKING SECTOR IN PAKISTAN

Abstract

The study was an attempt to investigate the intentions of the workers to purchase junk food while working for long hours in stress environment. Theory of Planned Behavior (TBP) was used to predict the food preferences of the workers working in banking sector of Pakistan. Data was collected from the bank employees of Pakistan through research questionnaire. Convenient sampling was used and sample size was n=250. Analysis was conducted on model using the structural equation modeling (SEM). The study showed that attitude, and perceived behavioral control of long sitting workers positively influenced their intentions to purchase junk food (P value < 0.05). However, subjective norms & health consciousness negatively influenced their intentions to purchase junk food (P value > 0.05).