Linkages between Urban Lifestyle and Growing Fast food Consumption in Guwahati, India

Abstract

The rapid pace of urbanisation and changing lifestyles have contributed to a substantial increase in fast food consumption, particularly among urban populations. This study examines the relationship between urban lifestyle and fast food consumption behaviour in Guwahati city. Primary data were collected from 400 fast food consumers in Guwahati using a structured questionnaire. Descriptive statistics, Spearman’s rank correlation, Mann-Whitney U test, and Kruskal-Wallis H test were employed to analyse the data. The findings reveal that there is a significant positive association between urban lifestyle and fast food consumption frequency and monthly expenditure on fast food. Significant differences in lifestyle scores were observed across age, occupation, educational level, and monthly income groups, whereas no significant gender differences were found. The results suggest that urban lifestyle is an important determinant of fast food consumption behaviour, with demographic characteristics also contributing to variations in lifestyle patterns.