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Introduction
Traditionally, the locals of United Arab Emirates (UAE) had the habit of eating nutritious and freshly cooked food in the warmth of their homes. However, the eating habits have changed due to modernisation that has created huge transformations in the food preferences particularly among the younger generation. The current generation prefers having fast food ranging from burgers to shawarma. Several reasons have been attributed to this change. In fact, the transformations in the eating habits have been blamed on the current change in lifestyle, increased income and occupation. Nevertheless, the transformation from homemade food to fast food has been so severe and widespread that people have become addicted to fast food in the UAE.
UAE is one of the high-income countries due to abundance of oil on which the countrys economy is mainly based. In fact, incomes from oil have contributed to the increased living standard of people. Besides, modernisation has led to new way of life and changed lifestyle. Traditionally, the people of UAE were confined to their place of residence. However, today, people are becoming increasingly exposed to the global practices and way of life. The Western culture has had great influence on the local practices particularly the manner on the eating habits. Essentially, the pressures from modernised way of living have put pressure on the traditional values and practices thereby influencing changes.
As indicated, several factors promote fast food eating habits throughout UAE. The highly hypothesised factor is the change in the lifestyle. The changes in lifestyle have been attributed to the changes in economic conditions, influence of foreign expatriates, the media and globalisation. Majority of people in UAE are currently becoming urbanised and adopting new way of life different from the traditional practices and values. Changes in occupational practices such as hectic work schedules do not allow majority to devote time to shop for ingredients of food to cook. The situation has been exacerbated by the removal of regulations that denied women to work. Traditionally, cooking was a preserve for women. Moreover, women were not allowed to work, which provided increased humble time to perform their daily chores. Allowing women to perform formal jobs delineated women from these daily activities. As such, families have resorted to the consumption of readymade food. In other words, there was limited time for home activities such as cooking.
Other factors such as increased income within the family setting also contribute to the increased consumption of fast foods. In fact, increased incomes means that money is available to be spent. Among the school-going children, long school hours necessitate food intake. Since majority of the children do not bring packed-food from their homes, they rely on fast food, which can be found in abundance throughout the school environment. Besides, increased awareness and availability of fast food also contribute hugely to the consumption of the junk food products. In fact, the marketing agencies and the manufacturing firms have been involved in the promotional campaigns enabling the majority to become aware of the availability of fast foods in the market. Advertisements have a great influence on the peoples mind especially the younger generation. People would normally want to try any new product that is launched into the market. The consumer behavior, high income and better business environment have attracted many foreign companies into the UAE market selling junk food at affordable prices.
Objectives of the study
The main aim of the study is to determine various factors that contribute to the increased consumption and addiction to the fast foods in UAE. However, the specific objectives of the study include
- To determine whether changes in lifestyle contribute to increased fast foods consumption and addiction
- To determine whether changes in income levels contribute to increased consumption and addiction to fast foods
- To determine whether occupational practices contributes to increased consumption and addiction to fast foods
The Study Questions
The study tended to answer the following questions
- Do changes in lifestyle contribute to increased fast foods consumption and addiction?
- Is income levels contribute to increased consumption and addiction to fast foods?
- Do occupational practices contribute to increased consumption and addiction to fast foods?
Hypothesis
- H0: Changes in lifestyle, income levels and occupational practices contribute to the increased consumption and addiction to fast foods in UAE
- H1: Changes in lifestyle, income levels and occupational practices do not contribute to the increased consumption and addiction to fast foods in UAE
Literature Review
Summary of the Academic Articles
Various studies have been conducted on the factors that contribute to the increased consumption of fast foods not only in UAE but also in other countries. While the reasons for increased consumption of fast foods may be different depending on each country, the contributing factors are closely related. The literature review is based on the academic articles concerning the studies that have been conducted on the field.
A study conducted by Safar, Abbasi, Choudhry and Riaz (2002) indicated that majority of UAE citizens prefer fast food compared to preparing the personal meals. The study was conducted using ninety participants and the results indicated that majority of the participants preferred fast food due to its timesaving capability and deliciousness. In addition, the study indicated that the amount being spent on fast food increased considerably on a monthly basis. Besides, the study indicated that the over thirty percent of personal income is spent on fast foods (Safar et al., 2002). The result of the study coincides with the findings of other studies indicating direct relationship between income levels and consumption of junk foods.
Garber and Lustig (2011) conducted a study on the effects of fast foods on human health. The study indicated that fast food have increased chances of being addictive. The reason is that fast foods are more delicious compared with meals being prepared at home (Garber & Lustig, 2011). Moreover, the study indicated that most of the fast foods have ingredients that contain increased chemical content, which is harmful to human health. The study argues that people tend to opt for fast foods due to little time they have particularly between work schedules. Further, the study indicated that people tend to opt for fast food irrespective of the knowledge that junk foods are harmful to human health. Besides, the study concluded that the consuming junk foods have increased health risks that cannot immediately be observed.
Another study conducted by Jekanowsk, Binkley and Eales (2011) indicated that majority of UAE citizens prefer fast food compared to preparing personal meals. Similarly, the study was conducted using over 200 participants and the results coincided with previous studies indicating that that a majority of the participants preferred fast food due to its timesaving capability and deliciousness. However, the participants that can afford the junky meals had increased consumption compared with individuals with affordability capabilities (Jekanowsk et al., 2011). The meaning is that increased income contributes to increased demand for junk foods. In other words, the study indicated that the amount being spent on fast food increased considerably with the increase in income. Similarly, high-income families have increased possibilities of developing health complications related to the consumption of fast foods.
While conducting a study on the causes and prevalence of obesity among the UAE population, Musaiger (2012) noted that increased consumption of junk food among contributes hugely to the prevalence of overweight and obesity. Besides, Musaiger (2012) study indicated that variables such as increased income and changes in the lifestyle are the major causes of consuming fast foods within the population. Further, the study indicated that most of the fast foods consumed contain unbalanced ingredients particularly high calories, which is harmful to human health.
The study argues that people tend to be unaware of the dangers of consuming fast foods particularly after long duration. Even though there is increased awareness of possible health risks, the study indicated that people tend to opt for fast food due to reasons that are personal and economically determined.
Andreyeva, Long and Brownell (2010) study indicated that the level of fast food prices increases the chances of consumption. In fact, fast foods become affordable to the majority particularly to the low income. In such circumstances, the level of fast food consumption increases since income is not a determinant. The study noted that most of the firms dealing in fast foods would normally take advantage of increased demand due to reduced prices. As such, decreased prices are one of the major reasons explaining increased consumption and addiction to fast foods. In other words, combination of increased income and reduced fast food prices can negatively contribute to the consumption of fast foods (Andreyeva et al., 2010).
Bergtold, Akobundu and Peterson (2004) conducted a complex study on the factors contributing to increased demand of fast foods. In the study, Bergtold, Akobundu and Peterson (2004) study noted that the income levels play a significant role in determining fast food consumption. The study indicated increased fast food consumption levels among the high-income individuals. In addition, increased fast consumption levels were also common among the affluent people.
The study indicated that production of fast foods targets the high income and affluent class. However, the study noted that the consumption of fast foods was also common among the employed individuals. Besides, the variability in the consumption was observed on the place of work. Individuals working in urban centers had high consumption compared with people working in rural towns (Bergtold et al., 2004)
Summary and Conclusion
The referred literatures suggest that a majority of the people prefer fast food due to various reasons. Various studies have cited several factors ranging from the current changes in lifestyle to employment pressures. However, eating junk foods remain a matter of individual choices (Safar et al., 2002). Besides, the studies indicate that majority of individuals do not take into consideration the health implications of consuming fast foods. Despite reports from various studies that people eating fast foods are prone to obesity, the consumption of fast foods increase annually (Musaiger, 2012). The current pressures of modernisation leave majority of UAE with limited choices to make regarding the eating decisions. Besides, the monetary consideration for eating fast food is limited to a specific segment of people (Andreyeva et al., 2010).
However, the affluent families are ready to pay exorbitant prices for eating tasty fast food in comfortable and luxurious surroundings (Jekanowsk et al., 2011). Further, studies indicate mixed perceptions among people about the health effects of fast food (Bergtold et al., 2004). Even though the government is spreading health awareness related to fast food, the fast food sector is poised for a brilliant performance during the ensuing years (Garber & Lustig, 2011).
Research Methodology
Introduction
The section of the study provides the methods of gathering the required information to answer the research questions and hypothesis. The methodology used in any study should be judged by the manner in which it informs the research purposes. Essentially, the aim of the research methodology is to provide data that responds to the research issues, present logical background assumptions and to ensure that techniques used account for the credibility of the study results.
The Study Design
The study utilised a survey as the method of data collection. The survey method of data collection is chosen due to its effectiveness in reaching out to the respondents and the quality of the obtained data. The desired data for this novel study were obtained through administering self-designed survey questionnaires. Moreover, the data were gathered from respondents selected through random sampling procedures. In other words, the empirical data were collected within the specified number of participants. In addition, the number of participants was limited to ten respondents chosen through simple random sampling procedures.
Besides, in terms of data analysis, integrated statistical analysis tools including Microsoft office applications and statistical software were applied. The analysed data would be presented through the application of line graphs, tables as well as statistical bar charts. Further, the methods of data collection were chosen due to the reliability and validity of the obtained results.
Population and Research Sample
The study was focusing on the factors that contribute to the increased consumption of fast foods in UAE. Specifically, the study examined whether change in lifestyle, occupational conditions and increased income contributes to augmented consumption of fast foods in UAE. Therefore, all UAE adult citizens particularly the working classes are deemed viable for the study. However, only a small number of participants was selected through random sampling procedures and depending on the manner in which their lifestyle changed and frequency with which they have been consuming the fast food.
In addition, other attributes including income, part of the country the person is living, education, age and gender were also taken into consideration. From the total number of respondents that could have been sampled, just 10 participants from various economic backgrounds were selected via a technique dubbed as convenience simple random sampling strategy. The self-administered survey questionnaires were conducted to help in addressing the formulated research questions.
Procedures
The study procedures are divided into various activities that are allocated certain duration in which they are supposed to be completed. Besides, the study is divided into four main parts including preparation, data collection and analysis as well as writing the research paper. In preparation, sequential activities begin with the consultation of the supervisor to provide guidelines on selecting the research topic, designing the study, creating the study questionnaire as well as acquiring the study literature.
Data Collection Procedures
As one of the most important studies, the required information were collected through administering properly well-designed survey questionnaires to unbiased selected participants. The soundly designed survey questionnaires were administered to 10 participants. Each part of the questionnaires constituted of key items that suitably attend to the research questions. For instance, part one constituted the possible contributing factors to the increased consumption of fast foods in UAE while other parts generated insights on other variables surrounding these factors.
Data Analysis
The data analysis has been performed using the Microsoft excel together with the Webropol Insight Statistical Analysis Tool (WISAT). Since the Likert scale measures were used, spearmans correlation was found to be appropriate in the analysis since ordinal scales have been applied. The spearman correlations coefficient indicates statistical dependence between two variables. The arithmetical relationship is considerable in the situation where the coefficient is more than 0.5. In addition, in case the p-value is below 0.05 then the correlation actually exists. The chi2 test is suitable since it compares the variability of two independent groups. In the chi2 test, results indicating the p-values less than 0.05 are considered statistically significant. However, in this case, the mathematical correlation indicates cause-effect relationship.
The data was grouped and categorised according to the independent variables. In other words, information that indicated a particular independent variable were grouped together and analysed. The hypothesis was tested through the application chi2 test to determine the statistical differences between the variables.
From the analysis, changes in lifestyle, income levels and occupational practices contribute hugely to the increased junk food intake among the UAE populations. No statistical difference was found in the correlation between these factors and the increased food intake among the tested population. According to the findings, about 70% agreed that they consume fast foods. Besides, fast food is consumed frequently. About 50 percent of the respondents agreed that they take fast foods daily.
Besides, income levels came out to be the most influencing factor. In fact, about 30% of the respondents agreeing to be taking fast foods cited availability of money to make purchases. Similarly, about 40% respondents that infrequently take junk foods cited lack of money to make junk food purchases. Moreover, about 70% of the respondents agreed or strongly agreed that income levels dictate their junk food intake.
Occupational practices also emerged as one of the most determinant factor in fast food intake. In fact about 60% of the respondents agreed that the type work contribute hugely to their intake of fast foods. Besides, majority of the respondents take their fast food meals at lunchtime. The implication is that tight work schedules make most of the employed to take fast foods. Besides, change in lifestyle came out as one of the determinants. About 60% of the respondents agreed that it is fashionable to take fast foods particularly among the population cities and urban places.
While the analysis indicates positive correlation between the variables, the data was collected from a small sample size. In addition, the questionnaire consisted of leading questions weakening the data that was collected. Therefore, the data should be collected from larger sample that is representative of the population. Further, the questionnaire should include more questions that tend to measure increased variability.
Conclusions and Recommendations
Conclusion
The study findings indicate that the changes in lifestyle have significant contribution to the increased consumption and addiction to fast foods. Besides, income levels contribute to the consumption of junk foods. Individuals with high-income levels tend to spend more on fast foods compared with individuals with low-income. Besides, the frequency of consuming fast foods directly relates to high-income levels. Further, occupational variables such as tight work schedules explain the reason why majority consume fast foods. As such, the findings support the hypothesis that increased consumption and final addiction to fast foods are caused by changes in lifestyle, increased income levels and occupational variables.
Recommendations
While the study has attained its current purpose, it is very limited in terms of scope design and resources. In fact, the anticipation of this study is that it should inform further research. Therefore, further studies should increase the scope of the study to make the results have reliable and valid conclusions. In addition, the study is limited to only few participants. In other words, increased number of participants selected from various areas and social classes need to be studied in order to come up with valid and reliable conclusion.
References
Andreyeva, T., Long, M. & Brownell, K. (2010). The impact of food prices on consumption: a systematic review of research on the price elasticity of demand for food. American Journal on Public Health, 100(2), 21622. Web.
Bergtold, J., Akobundu, E., & Peterson, E. B. (2004). The FAST method: estimating unconditional demand elasticities for processed foods in the presence of fixed effects. Journal of Agricultural Resources and Economics, 29(2):276295. Web.
Garber, A., & Lustig, R. (2011). Is fast food addictive? Current Drug Abuse Reviews. 4(3), 146-162. Web.
Jekanowski, M. D., Binkley, J. K. & Eales, J. (2011). Convenience, accessibility, and the demand for fast food. Journal of Agricultural Resources and Economics, 26(1):5874. Web.
Musaiger, A. O. (2012). Overweight and obesity in UAE: prevalence and possible causes. Journal of Obesity, 21(1), 789793. Web.
Safar, I., Abbasi, S. S., Choudhry, A., & Riaz, A. (2002). Consumer behaviour towards fast food. Pak J. Food Sci, 12(3-4), 71-75. Web.
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