The Trend of Healthy Fast Food: How Malaysian’ Generation Y Makes the Purchase Decision?

Changing in consumer living standard and health conscious had impact the fast food industry in this 21 century. Customers now are changing their needs and wants from merely asking for convenient food to more healthy food. Due to these, consumer started to demand for healthy fast food from the fast food industry. Many fast food companies in United State had started to change their menu and offer a more alternatives to consumers in order to cope with these changes. However, as compare to United States, Malaysia is still considered slow accepting this trend regardless the health awareness messages sent by the Malaysia Government. This study intend to identify how Malaysian generation Y makes the decision when they purchase for healthy fast food. This study involved 153 respondents who used to purchase healthy fast food. The result shown that, service quality, eating behavior and consumer lifestyle are the important factors influencing consumers purchase of healthy fast food in Malaysia, however, sales promotion is not going to influence the purchase of healthy fast food.