ASSESSING THE MODERATING EFFECT OF RELIGIOSITY IN THE RELATIONSHIP BETWEEN THE CSR ACTIVITIES OF FAST FOOD INDUSTRY AND COMBATING GLOBESITY

Abstract

Consuming fast food has become a lifestyle for many, especially millennials. Obesity, a silent killer, continue to affect Malaysian society due to high fast food consumption. This study explores the moderating effect of religiosity on the relationship between the fast food industry’s  Corporate Social Responsibility (CSR) activities and efforts to combat globesity. Using a quantitative approach, data were collected from 685 millennials in Selangor through an online survey. Findings from PROCESS analysis  reveal that religiosity significantly moderates the relationship between the economic and philanthrophic dimesnions of CSR and combating globesity. The study highlights the importance for fast food companies to genuinely engage in responsible and ethical CSR practices, appealing to socially conscious young consumers. It aligns with Goal No. 3 of the Sustainable Development Goals (SDG), promoting good health and well-being, and reflects the MADANI value of (Ihsan) which emphaiszes equitable healthcare access for all Malaysians.