Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4, 2301-2318 2025 Publisher: Learning Gate DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate © 2025 by the authors; licensee Learning Gate History: Received: 3 February 2025; Revised: 10 April 2025; Accepted: 14 April 2025; Published: 24 April 2025 * Correspondence: quynhphamnh@vnu.edu.vn Lunchtime on the go: Understanding street food consumption habits of office workers in cities in Vietnam Nguyen Van Phuong1,5, Tran Thi Truc2, Hoang Ngoc Quang3, Pham Ngoc Huong Quynh4* 1,2,3,4VNU University of Economics and Business, Vietnam National University, Hanoi, Vietnam; vanphuong@vnu.edu.vn (N.V.P) tructt@vnu.edu.vn; (T.T.T) quanghn1903@vnu.edu.vn; (H.N.Q) quynhphamnh@vnu.edu.vn; (P.N.H.Q). 5O.P. Jindal Global University, Sonipat, Haryana, India. Abstract: This study aims to explore the factors influencing street food consumption habits by analyzing the data collected from 572 office workers in the inner districts of Hanoi, Da Nang, and Ho Chi Minh City using Partial Least Squares Structural Equation Modeling (PLS-SEM) and the Theory of Planned Behavior (TPB). The analysis emphasizes the significant roles of convenience, peer influence, food quality, and health perceptions in shaping consumer behavior. Convenience and accessibility, along with social recommendations, are identified as strong determinants, while food quality and health perceptions reflect consumers’ concerns about sensory attributes and health implications. Although personal eating habits have a less pronounced impact, they still contribute to consumption patterns. The findings suggest several implications for policymakers and businesses. Policymakers should focus on enhancing the availability and safety of street food, including streamlining vendor permits and improving infrastructure. Public health initiatives should educate consumers about health risks and promote healthier options. For businesses, leveraging social influence through targeted marketing and investing in food quality and health benefits can enhance consumer engagement and market appeal. However, the study's focus on a specific demographic may limit the generalizability of the findings. Further research across diverse populations is recommended to validate these insights. Keywords: Convenience and accessibility, Food quality, Health perceptions, Street food consumption habits. 1. Introduction Street food is recognized as an essential cultural element, vividly portraying the culinary landscape of countries worldwide [1, 2]. In Vietnam, street food plays a crucial role, contributing to spreading the typical traditional cuisine and creating a connection between vendors and customers [3, 4]. From bustling streets of major cities to old rural towns, this informal culinary form creates a vivid picture of Vietnamese culture and daily life [5-7]. Deeply embedded in the country’s social fabric, street food provides a wide array of affordable and accessible meals that cater to various tastes and preferences [8, 9]. For office workers in Vietnam's large and fast-paced cities, street food is important for meeting their daily dietary needs [8, 10]. Due to limited lunchtime, they often rely on the food outlets available in office buildings and look for meals that are both quick and delicious [11]. Consequently, office workers frequently opt for street food because of its convenience and variety. Street food vendors offer office workers accessible and affordable meal options that suit their busy lifestyles [12, 13]. https://orcid.org/0000-0003-2877-094X https://orcid.org/0009-0000-3263-1008 https://orcid.org/0009-0004-5189-4881 https://orcid.org/0000-0001-6864-9314 2302 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate While street food is very popular in Vietnam and is an important part of office workers' lives, there are still potential risks [12, 14, 15]. Food safety remains a significant concern, especially in developing countries like Vietnam, where food safety regulations and enforcement can be lacking [16]. Issues such as poor hygiene, unsafe food processing, and unclear ingredient origins can pose serious health risks WB [17]. To develop effective interventions and improve food safety practices in the street food sector, especially among the growing white-collar population in Vietnam’s rapidly urbanizing cities, it is necessary to understand the factors influencing street food consumption habits [18]. This study analyzes the lunchtime habits of office workers in major cities in Vietnam, aiming to provide insights into their street food consumption patterns. Using quantitative research methods and applying Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques, the study evaluates the interaction of multiple factors affecting office workers' street food choices. This article focuses on analyzing the impact of individual factors, including food safety awareness, personal preferences, income level, and age, as well as environmental factors such as convenience, price, social influence, and surrounding environmental conditions. The objectives of the study are: (i) To identify the main motivators and deterrents to street food consumption among office workers by understanding the relative importance of factors such as food safety concerns, taste preferences, convenience, and affordability in shaping their choices. (ii) To explore the potential relationship between individual perceptions, social influence and environmental factors in promoting street food consumption, exploring how peer influence and perceived hygiene of street food stalls interact with individual preferences and perceived risk. (iii) To provide valuable insights for policymakers, public health officials, and street food vendors to inform the development of targeted interventions, regulations, and educational programs to promote safe food handling practices and reduce risks associated with street food consumption. This paper contributes to the growing body of knowledge on street food consumption patterns, particularly in the context of Vietnam’s urban workforce. By illuminating the complex interplay of factors influencing lunch choices, this study provides valuable insights to promote both the cultural significance and safety of street food in Vietnam. 2. Literature Review This literature review examines existing research on street food consumption, focusing on factors influencing consumer choices, with a particular emphasis on office workers. It examines both individual factors, such as food safety awareness, personal preferences, and demographic characteristics, and environmental factors, including convenience, affordability, social influence, and surrounding environmental conditions. 2.1. Theoretical Framework The study employs the Theory of Planned Behavior (TPB) as a guiding theoretical framework to investigate the determinants of street food consumption habits among office workers. The TPB postulates that an individual’s intention to engage in a specific behavior is the primary determinant of that behavior. This intention is shaped by three key constructs: attitude toward the behavior (an individual’s positive or negative feelings toward consuming street food), subjective norms (the perceived social pressure to engage in or avoid the behavior), and perceived behavioral control (an individual’s perception of their ability to perform the behavior) [19]. Factors such as convenience and availability, while not explicitly part of the original TPB model, can be seen as contributors to perceived behavioral control, as they facilitate easier access to street food. This study extends the TPB by incorporating health perceptions and satisfaction as mediating variables. Health perceptions are proposed to moderate the relationship between convenience/price and 2303 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate street food consumption habits, reflecting that concerns about health risks can influence decisions [20, 21]. The inclusion of satisfaction, aligning with the expectancy-value framework, suggests that positive experiences with street food, such as enjoying its quality or social aspects, can reinforce the behavior and foster repeat patronage [22, 23]. By integrating the TPB with the concept of satisfaction, this study aims to provide a more comprehensive understanding of the factors influencing street food consumption habits among office workers. 2.2. Street Food Consumption Habits Street food consumption habits encompass the behaviors and patterns exhibited by consumers when they choose to purchase and consume food from street vendors or stalls [1]. hese habits are frequently influenced by convenience, price, and unique taste, and can be embedded in local culinary traditions. Growing concerns regarding food safety and health also exert a notable influence on these habits, as consumers become increasingly aware of the origins and quality of ingredients. Furthermore, growing concerns about food safety and health can have a strong impact on these habits, as consumers become more concerned about the origin and quality of the food. The boom in the street food industry, especially in urban areas, highlights the growing demand for such food options [24]. This trend reflects the blend of cultural diversity and changing consumer demands, where food quality, variety, and authenticity are increasingly prioritized. 2.3. Food Safety and Risk Perceptions Food safety is a major issue in street food consumption. Studies have consistently shown that consumers’ perceptions of food safety have a strong impact on their food choices [21, 24, 25]. For example, research has shown that people with high concerns about food safety tend to consume less street food. Factors influencing these perceptions include hygiene standards at food stalls, food handling procedures, and concerns about the origin of ingredients. Research in Vietnam, in particular, has highlighted the rise in food-related illnesses due to street food consumption and emphasized the need to improve hygiene practices [16, 18]. 2.4. Personal Preferences and Taste Beyond safety, personal preferences, taste, and cultural familiarity play a crucial role in food choices [26, 27]. Street food offers a wide variety of flavors and cuisines, often catering to local tastes and preferences rooted in the culinary traditions of Vietnam. Studies have shown that individuals are more likely to consume street food they find appealing, enjoyable, and aligned with their cultural palates [14, 20, 28]. This highlights the importance of understanding the nuanced culinary landscape and diverse taste preferences of specific target groups, such as office workers in Vietnamese cities, who may be seeking familiar and comforting flavors during their busy lunchtime routines. 2.5. Convenience and Affordability For office workers in bustling urban centers, convenience, and affordability are vital factors that heavily influence their lunchtime choices. Street food vendors often cater to the needs of this demographic by offering quick, easy, and satisfying meal options, particularly in fast-paced environments where time is limited. Research has consistently shown that the proximity of street food stalls to workplaces, the short waiting times, and the availability of takeaway options all contribute significantly to the popularity of street food among office workers [29-31]. Furthermore, street food is commonly perceived as a more affordable alternative to other dining options, making it an attractive choice for budget-conscious individuals who seek value for their money during their busy workday lunches[24, 32, 33] 2304 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate 2.6. Social Influences and Environmental Factors Social influences, such as peer pressure and social norms, can also significantly impact food choices. Studies have consistently shown that individuals are more likely to consume street food if their colleagues, friends, or family members do so regularly [28, 34, 35]. This highlights the importance of social networks and group dynamics in shaping food consumption patterns. The presence of peers and loved ones who periodically enjoy street food can create a sense of social acceptance and normalization, making an individual more inclined to try and adopt these food choices. Furthermore, the surrounding environment, including the cleanliness of food stalls, the presence of seating areas, and the overall ambiance, can influence perceptions of quality and attractiveness, ultimately impacting consumer choices [20, 36, 37]. The visual appeal, comfort, and overall atmosphere of the street food environment can shape how consumers perceive the experience, affecting their likelihood of patronizing these establishments. 2.7. Research Gaps and Study Rationale While existing research provides valuable insights into street food consumption, there is a need for more contextualized studies focusing on specific demographic groups, such as office workers in Vietnamese cities. This study addresses this gap by investigating the interplay of individual and environmental factors influencing lunchtime street food consumption among office workers in Vietnam. By employing a quantitative approach and utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), this research aims to provide a comprehensive understanding of the factors driving these choices, ultimately contributing to the development of targeted interventions and policies promoting both the cultural significance and the safety of street food in Vietnam. 3. Hypothesis Development This study aims to investigate the factors influencing street food consumption habits among office workers in major Vietnamese cities. Based on the literature review and the proposed research model, we formulate the following hypotheses: 3.1. Direct Effects H1: Convenience and Availability positively affect Street Food Consumption Habits. The perceived ease of accessing and obtaining street food, such as the convenient location of stalls near workplaces, short waiting times, and availability of takeaway options, can positively influence office workers' intention to consume street food, which then leads to the actual behavior. This aligns with the concept of perceived behavioral control in the TPB [19]. Easily accessible street food stalls conveniently located near workplaces, coupled with short waiting times and the availability of takeaway options, are likely to attract these consumers who seek quick and effortless meal solutions during their limited lunch breaks [11, 38-40]. The ability to grab a meal on the go without the need to plan or sit down for an extended dining experience makes street food an appealing choice for office workers who value efficiency and flexibility in their lunchtime routines [15, 23]. H2: Reasonable Price positively affects Street Food Consumption Habits. Consistent with the TPB, affordability is a key driver of food consumption patterns, particularly for budget-conscious consumers. The perceived behavioral control component of the TPB suggests that an individual's perceptions of the ease or difficulty of performing a behavior can significantly influence their intention and actual behavior [19]. For office workers in Vietnam, the relatively low prices of street food make it an accessible and attractive option, allowing them to enjoy satisfying meals without straining their budgets during their busy workdays. Street food, often perceived as a more economical dining option compared to restaurants or cafes, is expected to be favored by office workers seeking value 2305 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate for their money [13, 41, 42]. This is especially true for many office workers in Vietnam, where the cost of living and dining options can be a significant factor in their daily food choices. The relatively low prices of street food make it an attractive and accessible option for these individuals, allowing them to enjoy satisfying meals without straining their budgets during their busy workdays. H3: Peer Influence positively affects Street Food Consumption Habits. Social influences, particularly from peers, can significantly impact individual choices. This aligns with the concept of subjective norms in the TPB, which suggests that the perceived social pressure from important referents, such as peers, can influence an individual's intentions and subsequent behaviors [19]. The prevalence of street food consumption among colleagues or friends can create a sense of normalcy and encourage similar behavior [28, 43]. Observing peers regularly enjoying and discussing the convenience, affordability, and enjoyment of street food can normalize this consumption pattern, making office workers more likely to adopt it themselves. The social acceptance and perceived social benefits of engaging in shared street food experiences with coworkers or friends can also positively influence individual decisions to partake in this behavior [34, 35]. H4: Food Quality positively affects Street Food Consumption Habits. Regardless of other factors, the perceived quality and taste of the food remain crucial determinants of consumption. Consistent with the concept of attitude in the TPB, the perceived quality and taste of the food remain crucial determinants of consumption, regardless of other factors. Street food vendors offering delicious, well-prepared, and visually appealing meals are likely to attract repeat customers and generate positive word-of-mouth referrals [24, 44]. The use of fresh, high-quality ingredients and skillful preparation techniques can enhance the overall dining experience, leading to greater customer satisfaction and a stronger likelihood of continued patronage. Furthermore, the presentation and aesthetics of the street food offerings can also play a significant role in shaping perceptions of quality and desirability, contributing to the overall attractiveness of these culinary options for office workers [45, 46]. H5: Personal Eating Habits positively affect Street Food Consumption Habits. Personal food preferences, willingness to try new foods, and existing eating habits significantly influence food choices. According to TPB, these personal factors, which represent an individual's attitudes and behavioral dispositions, can directly influence their intentions and actual behaviors related to street food consumption. Those who generally enjoy exploring new culinary experiences or have a preference for the variety and novelty offered by street food are more likely to engage in this consumption pattern [2, 22, 23]. Individuals with an adventurous palate and a willingness to experiment with different cuisines are more inclined to regularly patronize street food vendors, as the diverse array of dishes and flavors available in the street food scene can appeal to their desire for culinary exploration and discovery [22, 25]. 3.2. Mediating Effects H6: Health Perceptions mediate the relationship between Convenience and Availability and Street Food Consumption Habits While the convenience of street food offerings might drive initial consumption among office workers, ongoing concerns about hygiene and food safety can significantly influence their continued patronage of these establishments [20, 30, 47]. The perceived health risks and potential food safety issues associated with street food could moderate the positive relationship between the convenience and availability of these options and the long-term consumption habits of office workers. Lingering doubts about the cleanliness and sanitary practices of street food vendors, as well as worries about foodborne illnesses, might lead office workers to exercise more caution in their repeated visits, even if the initial accessibility and ease of access made street food an attractive lunchtime choice [15, 48]. 2306 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate H7: Health Perceptions mediate the relationship between Reasonable Price and Street Food Consumption Habits. Similar to convenience, the affordability of street food offerings might initially attract office workers as a more budget-friendly dining option compared to restaurants or cafes [13, 30]. However, lingering concerns about food safety and hygiene practices, often associated with lower-priced street food vendors, could counteract the positive influence of reasonable prices on these consumers' long-term street food consumption habits [21, 46, 49]. While the relatively low cost of street food may draw them in initially, ongoing worries about the cleanliness and sanitary conditions of these establishments could lead office workers to exercise more caution in their repeated visits, dampening the positive effect of price on their consumption patterns over time. H8: Satisfaction mediates the relationship between Food Quality and Street Food Consumption Habits. High food quality is expected to lead to greater satisfaction with the dining experience, which in turn can further encourage repeat consumption of street food[25, 26, 46]. This hypothesis suggests that satisfaction acts as a mediating factor, strengthening the positive relationship between the perceived quality of the food and office workers' long-term street food consumption habits. The satisfaction derived from the overall dining experience, including the taste, freshness, and presentation of the street food offerings, can reinforce the positive influence of food quality on these consumers' repeated patronage of street food vendors [24, 27]. H9: Satisfaction mediates the relationship between Peer Influence and Street Food Consumption Habits. Positive experiences with street food that are shared and discussed within peer groups can amplify the influence of social factors on an individual's consumption habits [35, 44, 50]. This hypothesis proposes that the satisfaction and enjoyment derived from these shared street food experiences, when frequently discussed among peers, can further reinforce the positive relationship between peer influence and an individual's long-term consumption of street food. The social validation and camaraderie associated with these shared experiences may contribute to a strengthening of the link between peer influence and an individual's propensity to regularly consume street food [22, 23]. These hypotheses provide a framework for investigating the complex interplay of factors influencing street food consumption habits among office workers. By examining both direct and mediating effects, this study aims to provide a nuanced understanding of this phenomenon and contribute valuable insights for promoting safe and informed food choices within this vibrant culinary landscape. The proposed research model is shown in Figure 1. Figure 1. Research model. 2307 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate 4. Research Methodology 4.1. Research Design This study employs a quantitative research approach utilizing a survey technique to collect data from office workers in three major Vietnamese cities. The study model is analyzed using Partial Least Squares Structural Equation Modeling to examine individual and environmental factors influencing lunchtime street food consumption among the targeted demographic. The scale of variables and scale’s source are described in Table 1. Table 1. Proposed scale table. Factors Coding Observed variables Source Convenience and Availability CA1 I can easily find street food vendors near my residence. Ajzen [19]; Drewnowski and Monsivais [41]and Trinh, et al. [51] CA2 Street food is usually available when I need it. CA3 The waiting time for street food is usually short. CA4 Street food vendors are often open during the times I need. Reasonable Price RP1 The price of street food is usually reasonable for my budget. Thang and Bao Linh [9]and Bell, et al. [10] RP2 I find street food to be affordable. RP3 Street food prices are generally lower compared to other options. RP4 I am satisfied with the value I receive from street food. Peer Influence PI1 My friends often encourage me to eat street food. Stutter [4]; Higgs [34]and Levy, et al. [43] PI2 I often eat street food when I am with friends. PI3 My friends' opinions affect my decision to eat street food. PI4 I feel peer pressure to choose street food. Food Quality FQ1 I feel the quality of street food is generally good. Petrescu, et al. [20]; Morano, et al. [24]and Seo and Lee [46] FQ2 The street food I consume usually tastes good. FQ3 I believe street food is made from fresh ingredients. FQ4 I am satisfied with the quality of street food I usually eat. Personal Eating Habits PEH1 I frequently eat street food as part of my eating habits. Bell, et al. [10]and Buckley, et al. [38] PEH2 Eating street food is an important part of my diet. PEH3 I choose street food due to personal habits. PEH4 Street food fits well with my eating habits. PEH5 I often adjust my eating habits to include street food. Health Perceptions HP1 I worry about the health impacts of street food. Petrescu, et al. [20]; Wang, et al. [21]and Levy, et al. [43] HP2 I feel that eating street food might pose health risks. HP3 I consider health issues when choosing to eat street food. HP4 I believe that street food hygiene practices affect my health. Satisfaction SAT1 I am satisfied with my experience eating street food. Cifci, et al. [22]; Ozcelik and Akova [23]and Joo, et al. [47] SAT2 I usually feel content after eating street food. SAT3 I am pleased with the service and quality when eating street food. SAT4 Street food often meets my expectations. Street Food Consumption Habits SFCH1 I frequently eat street food for lunch. Mohamad, et al. [26]; Ukenna and Ayodele [35]and Kim and Geistfeld [42] SFCH2 I spend a significant amount of money on street food each month. SFCH3 Street food is a regular part of my diet. 4.2. Sampling and Data Collection Data were collected from 572 office workers residing in the inner districts of Hanoi, Da Nang, and Ho Chi Minh City. A combined sampling method incorporating both random and convenience sampling was employed. To collect information from participants, the research team used a questionnaire survey method. Before starting, participants were asked to provide their consent to participate in the study 2308 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate through an interview process. In the instructions, participants were provided with detailed information about the purpose of the survey, including that the data collected would be used for research publications, ensuring the anonymity of respondents, and a commitment that only the research team would have access to and use the data. At the same time, participants were informed that participating in the survey was completely voluntary. This ensured compliance with ethical principles in research, creating trust and transparency for participants. The study was conducted in accordance with the Declaration of Helsinki, and the protocol was approved by the Ethics Committee of VNU University of Economics and Business. The sampling process involved several steps. The first step is the Random Selection of Districts. Two districts within each city were randomly selected using the platform https://www.random.org/. The second step is the Random Selection of Wards. Within each selected district, three wards were randomly chosen using the same platform; (iii) Convenience Sampling: Face-to-face interviews were conducted at locations within the selected wards known for their high concentration of street food vendors. 4.3. Data Collection Instrument and Procedure Data were collected through a structured questionnaire administered to respondents during face-to- face interviews. The questionnaire employed a 5-point Likert scale (1 - Strongly Disagree to 5 - Strongly Agree) to measure the various constructs under investigation. Before participating, respondents were informed about the study's objectives, the confidentiality of their responses, and their right to decline participation. A small token of appreciation was offered to those who agreed to participate. Each interview lasted approximately 20-30 minutes. 4.4. Data Analysis Techniques Collected data were processed and analyzed using SPSS and SmartPLS. PLS-SEM was employed to test the proposed research model and evaluate the influence of various factors on office workers' street food consumption habits. To ensure the reliability and validity of the measurement scales, the following assessments were conducted: (i) Cronbach's Alpha and Composite Reliability were used to assess the internal consistency of the constructs; (ii) Average Variance Extracted was used to evaluate the convergent validity of the scales. Additionally, other PLS-SEM indicators, such as path coefficients, R- square (R²), effect size (f²), and predictive relevance (Q²), were utilized to evaluate the overall model fit and test the research hypotheses. 5. Research Results 5.1. Characteristics of Responses The data in Table 2 provides an overview of the demographic characteristics of 572 respondents. Most respondents are aged between 22 - 34 years, and the sample has a higher proportion of females than males. Over half of the respondents have a family income below 10 million VND per person, and a significant portion has attained a university degree or higher. The most common occupations among respondents are office staff and business owners. https://www.random.org/ 2309 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate Table 2. Sample characteristics. Characteristics Responses Percent (%) Characteristics Age Below 22 119 20.8 22-34 183 32.0 35-55 165 28.8 56 and above 105 18.4 Gender Male 222 38.8 Female 350 61.2 Family income per person Below 10 million VND 315 55.1 From 10-20 million VND 116 20.3 higher 20 million VND 141 24.7 Education level Below High School 67 11.7 High School 116 20.3 Vocational school 179 31.3 University and higher 210 36.7 Occupation Students 77 13.5 Office staff 176 30.8 Workers 108 18.9 Business Owners 112 19.6 Retired 38 6.6 Other 61 10.7 Total 572 100.0 *Note: VND - Vetnam Dong. Exchange rate 1 USD = 24.920 VND, Vietcombank, 30 July 2024. 5.2. Assessing the Hypothesises Table 3 presents factor loadings for variables related to street food consumption habits. The Loadings for Convenience and Availability (CA) range from 0.751 to 0.778, indicating a strong impact of convenience and availability on street food consumption. Food Quality (FQ) loadings range from 0.722 to 0.783, highlighting the importance of food quality. Health Perceptions (HP) loadings from 0.775 to 0.792 significantly affect health perceptions. Peer Influence (PI) and Personal Eating Habits (PEH) have high loadings, from 0.706 to 0.893 and 0.855 to 0.925, respectively, suggesting a strong influence on consumption habits. Reasonable Price (RP) loadings range from 0.728 to 0.880, emphasizing the role of reasonable pricing. Finally, Street Food Consumption Habits (SFCH) loadings from 0.837 to 0.844 reflect that satisfaction significantly drives street food consumption. 2310 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate Table 3. Factor Loadings for Variables Influencing Street Food Consumption Habits Convenience and Availability Food Quality Health Perceptions Peer Influence Personal Eating Habits Reasonable Price Satisfaction Street Food Consumption Habits CA1 0.778 CA2 0.769 CA3 0.769 CA4 0.751 FQ1 0.759 FQ2 0.722 FQ3 0.783 FQ4 0.774 HP1 0.779 HP2 0.775 HP3 0.792 HP4 0.776 PEH1 0.891 PEH2 0.855 PEH3 0.925 PI1 0.808 PI2 0.706 PI3 0.893 PI4 0.711 RP1 0.778 RP2 0.728 RP3 0.88 RP4 0.82 SAT1 0.791 SAT3 0.804 SAT4 0.788 SFCH1 0.844 SFCH2 0.838 SFCH3 0.837 2311 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate Table 4 displays Cronbach's alpha, composite reliability, and average variance extracted (AVE) for each factor. Personal Eating Habits show the highest reliability with a Cronbach's alpha of 0.873 and an AVE of 0.794. Health Perceptions and Peer Influence also exhibit strong reliability and validity. Reasonable Price and Street Food Consumption Habits show good performance with Cronbach's alphas of 0.816 and 0.79, respectively. The table reflects the robustness of these factors in analyzing street food consumption. Table 4. Reliability and Validity Metrics for Factors Influencing Street Food Consumption Habits. Cronbach's alpha Composite reliability (rho_a) Composite reliability (rho_c) Average variance extracted (AVE) Convenience and Availability 0.767 0.77 0.851 0.588 Food Quality 0.757 0.762 0.845 0.578 Health Perceptions 0.786 0.787 0.862 0.609 Peer Influence 0.792 0.871 0.863 0.614 Personal Eating Habits 0.873 0.912 0.92 0.794 Reasonable Price 0.816 0.837 0.879 0.645 Satisfaction 0.708 0.71 0.837 0.631 Street Food Consumption Habits 0.79 0.791 0.877 0.705 The results from Table 5 show correlations between factors like Convenience and Availability, Food Quality, Health Perceptions, Peer Influence, Personal Eating Habits, Reasonable Price, Satisfaction, and Street Food Consumption Habits. Strong correlations are found between Street Food Consumption Habits and Peer Influence (0.626) and Health Perceptions (0.539). Personal Eating Habits have a high self-correlation (0.891) but low correlations with other factors. Reasonable Price moderately correlates with Food Quality (0.477) and Peer Influence (0.377). 2312 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate Table 5. Correlation Matrix of Factors Influencing Street Food Consumption Habits. Convenience and Availability Food Quality Health Perceptions Peer Influence Personal Eating Habits Reasonable Price Satisfaction Street Food Consumption Habits Convenience and Availability 0.767 Food Quality 0.315 0.76 Health Perceptions 0.325 0.257 0.78 Peer Influence 0.271 0.341 0.376 0.783 Personal Eating Habits 0.023 0.035 0.054 0.046 0.891 Reasonable Price 0.346 0.477 0.338 0.377 0.066 0.803 Satisfaction 0.252 0.301 0.304 0.494 -0.007 0.308 0.795 Street Food Consumption Habits 0.52 0.507 0.539 0.626 0.114 0.538 0.538 0.839 2313 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate The relationships between factors are described in table 6 and figure 2. The strongest effects are observed from Convenience and Availability (coefficient = 0.227, T-statistic = 8.441) and Peer Influence (coefficient = 0.283, T-statistic = 9.461) on Street Food Consumption Habits. Food Quality and Health Perceptions also have significant impacts with coefficients of 0.158 and 0.208, respectively. Personal Eating Habits shows a smaller but significant effect (coefficient = 0.071, T-statistic = 2.885). VIF values indicate minimal collinearity, with the highest being 1.523 for Peer Influence on Street Food Consumption Habits. The lowest VIF is for Personal Eating Habits affecting Street Food Consumption Habits (1.008), indicating minimal collinearity. Other relationships, such as Convenience and Availability with Street Food Consumption Habits (1.247) and Food Quality with Street Food Consumption Habits (1.394), show moderate collinearity. Table 6. Path coefficient and total indirect effect of the structural model. Original sample (O) Sample mean (M) Standard deviation (STDEV) T statistics (|O/STDEV|) P values VIF Convenience and Availability -> Health Perceptions 0.236 0.239 0.05 4.717 0 1.136 Convenience and Availability -> Street Food Consumption Habits 0.227 0.227 0.027 8.441 0 1.247 Food Quality -> Satisfaction 0.15 0.152 0.043 3.482 0.001 1.131 Food Quality -> Street Food Consumption Habits 0.158 0.158 0.03 5.211 0 1.394 Health Perceptions -> Street Food Consumption Habits 0.208 0.207 0.024 8.749 0 1.295 Peer Influence -> Satisfaction 0.443 0.444 0.036 12.454 0 1.131 Peer Influence -> Street Food Consumption Habits 0.283 0.283 0.03 9.461 0 1.523 Personal Eating Habits -> Street Food Consumption Habits 0.071 0.072 0.025 2.885 0.004 1.008 Reasonable Price -> Health Perceptions 0.257 0.256 0.045 5.719 0 1.136 Reasonable Price -> Street Food Consumption Habits 0.145 0.145 0.036 4.089 0 1.486 Satisfaction -> Street Food Consumption Habits 0.186 0.186 0.028 6.515 0 1.398 2314 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate Figure 2. Structural Model. 6. Discussion The results (Figure 2) provide valuable insights into the significant drivers of consumer behavior. The analysis reveals that Convenience and Availability and Peer Influence are key determinants of street food consumption, with coefficients of 0.227 and 0.283, respectively, and high T-statistics (8.441 and 9.461). This underscores the critical role of accessibility and social factors in shaping consumer choices, which is consistent with existing literature. For instance, Drewnowski and Monsivais [41] emphasizes that convenience is a primary factor in food choice while Higgs [34] highlighting the influence of peer recommendations on consumer behavior. Food Quality and Health Perceptions also exhibit significant effects on street food consumption, with coefficients of 0.158 and 0.208. These findings align with previous studies that underscore the importance of food quality and health considerations in consumer decision-making. Petrescu, et al. [20] find that perceived food quality is a crucial determinant of food choices, and Morano, et al. [24] demonstrate that health perceptions significantly impact food consumption patterns. This suggests that consumers are not only motivated by convenience but also by the quality and healthiness of the food. 2315 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate The Personal Eating Habits variable, while still significant (β = 0.071, T-statistic = 2.885), shows a weaker effect compared to the other factors. This indicates that while personal habits do influence street food consumption, their impact is less pronounced. Bell, et al. [10] supports this observation, noting that personal eating habits are one of many factors affecting food choices, with varying levels of influence depending on the context. The variance inflation factor (VIF) values indicate that multicollinearity is not a significant issue in this model. The highest VIF is 1.523 for the relationship between Peer Influence and Street Food Consumption Habits, which is below the commonly accepted threshold of 5 or 10 for problematic multicollinearity [52]. This suggests that the relationships between the variables are relatively independent, ensuring the reliability of the path coefficients. The analysis highlights the complex interplay of convenience, social influence, food quality, and health perceptions in driving street food consumption. It reinforces the need for a multi-dimensional approach to understanding consumer behavior, where both practical considerations and social dynamics play crucial roles. These insights are valuable for developing targeted marketing strategies and interventions aimed at influencing consumer choices in the context of street food. 7. Conclusion, Implication, and Limitation This article uses the data collected from 572 office workers residing in the inner districts of Hanoi, Da Nang, and Ho Chi Minh City, and Partial Least Squares Structural Equation Modeling (PLS-SEM), based on the Theory of Planned Behavior (TPB) to examine the factors influencing street food consumption habits. The results provide a comprehensive analysis of the factors influencing street food consumption habits, highlighting the significant roles of convenience, peer influence, food quality, and health perceptions. The results demonstrate that convenience and accessibility, along with social recommendations, are strong determinants of consumer behavior in the street food sector. Food quality and health perceptions also play crucial roles, reflecting consumers' increasing concern for both the sensory attributes and health implications of their food choices. Although personal eating habits have a less pronounced impact, they still contribute to consumption patterns. The findings underscore several important implications for policymakers and businesses concerning street food consumption. For policymakers, the focus should be on enhancing both the availability and convenience of street food. This involves streamlining permit processes for vendors, improving the infrastructure that supports street food markets, and ensuring a fair distribution of vendors to meet consumer demand effectively. Additionally, it is crucial to enforce high standards of food quality and safety. Implementing regular inspections, requiring adherence to hygiene standards, and providing training on safe food handling practices are essential steps in maintaining these standards. Public health initiatives should also play a significant role, focusing on educating consumers about the potential health risks associated with street food and promoting healthier options. Awareness campaigns can highlight the benefits of choosing vendors who follow strict hygiene practices and offer nutritious choices, thus guiding consumers toward safer food consumption. For businesses, leveraging social influence through targeted marketing and endorsements can significantly impact consumer engagement. Collaborating with influencers or utilizing social media platforms to promote street food offerings can enhance brand visibility and attract more customers. Investing in improving the quality and perceived health benefits of street food is also vital. Businesses should use high-quality ingredients, provide transparent nutritional information, and communicate the health advantages of their food. Such investments align with consumer preferences for healthier and higher-quality food options, boosting market appeal and competitive advantage. By addressing these factors, businesses can meet consumer expectations more effectively and improve their market position. 2316 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate Overall, a coordinated approach involving both supportive policies and strategic business practices is essential to creating a safer, more appealing, and consumer-friendly street food environment. The study, while providing valuable insights into factors influencing street food consumption habits, has a limitation. The data were collected exclusively from office workers residing in the inner districts of Hanoi, Da Nang, and Ho Chi Minh City. This may limit the generalizability of the findings to other demographic groups or geographic areas with different consumption patterns and behaviors. For instance, street food preferences and consumption habits might differ significantly between urban and rural areas or between different age groups and occupational categories. Institutional Review Board Statement: The Ethical Committee of VNU University of Economics and Business, Vietnam National University has granted approval for this study. Transparency: The authors confirm that the manuscript is an honest, accurate, and transparent account of the study; that no vital features of the study have been omitted; and that any discrepancies from the study as planned have been explained. This study followed all ethical practices during writing. Acknowledgment: The author would like to thank the VNU University of Economics and Business, Vietnam National University, Hanoi, Vietnam, and O.P. Jindal Global University, India for supporting me and sharing their experiences and information during the conduct of this research. Copyright: © 2025 by the authors. This open-access article is distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). References [1] A. A. Adaku, I. S. Egyir, C. Gadegbeku, A. P.-H. Kunadu, V. Amanor-Boadu, and A. Laar, "Barriers to ensuring and sustaining street food safety in a developing economy," Heliyon, vol. 10, no. 11, p. e32190, 2024. https://doi.org/10.1016/j.heliyon.2024.e32190 [2] S. C. Wertheim-Heck and J. E. Raneri, "A cross-disciplinary mixed-method approach to understand how food retail environment transformations influence food choice and intake among the urban poor: Experiences from Vietnam," Appetite, vol. 142, p. 104370, 2019. https://doi.org/10.1016/j.appet.2019.104370 [3] N. T. T. Loc and P. Moustier, "Toward a restricted tolerance of street vending of food in Hanoi districts: The role of stakeholder dialogue," World Food Policy, vol. 2, no. 2-1, pp. 67-78, 2016. https://doi.org/10.18278/wfp.2.2.3.1.5 [4] N. Stutter, "The social life of street food: Exploring the social sustainability of street food in Hanoi, Vietnam," Retrieved: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.720893, 2017. [5] C. Annear and J. Harris, "Cooking up the culinary nation or savoring its regions? Teaching food studies in Vietnam," ASIANetwork Exchange A Journal for Asian Studies in the Liberal Arts, vol. 25, no. 1, 2018. https://doi.org/10.16995/ane.266 [6] J. C. Henderson, "Street food and tourism: A Southeast Asian perspective," Food Tourism in Asia, pp. 45-57, 2019. https://doi.org/10.1007/978-981-13-3624-9_4. 17 [7] M. Thomas, "Transitions in taste in Vietnam and the diaspora," The Australian journal of anthropology, vol. 15, no. 1, pp. 54-67, 2004. https://doi.org/10.1111/j.1835-9310.2004.tb00365.x [8] M. Figuié and P. Moustier, "Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam," Food Policy, vol. 34, no. 2, pp. 210-217, 2009. https://doi.org/10.1016/j.foodpol.2008.10.012 [9] T. C. Thang and D. T. Bao Linh, "How to support poor Vietnamese consumers to deal with food price volatility and food safety issues," IDS Bulletin, vol. 46, no. 6, pp. 84-89, 2015. https://doi.org/10.1111/1759-5436.12190 [10] W. Bell, J. Coates, J. Fanzo, N. L. Wilson, and W. A. Masters, "Beyond price and income: Preferences and food values in peri-urban Viet Nam," Appetite, vol. 166, p. 105439, 2021. https://doi.org/10.1016/j.appet.2021.105439 https://creativecommons.org/licenses/by/4.0/ https://doi.org/10.1016/j.heliyon.2024.e32190 https://doi.org/10.1016/j.appet.2019.104370 https://doi.org/10.18278/wfp.2.2.3.1.5 https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.720893 https://doi.org/10.16995/ane.266 https://doi.org/10.1007/978-981-13-3624-9_4 https://doi.org/10.1111/j.1835-9310.2004.tb00365.x https://doi.org/10.1016/j.foodpol.2008.10.012 https://doi.org/10.1111/1759-5436.12190 https://doi.org/10.1016/j.appet.2021.105439 2317 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate [11] L. Hai Binh and L. Thi Mai Le, "Applying extended theory of planned behavior to investigate consumer purchase intention toward street food Vendors," VNU Journal of Economics and Business, vol. 3, no. 6, pp. 90-100, 2023. https://doi.org/10.57110/vnujeb.v3i6.240 [12] S. Malhotra, "Food safety issues related to street vendors," Elsevier, 2017, pp. 395-402. [13] F. G. Winarno and A. Allain, "Street foods in developing countries: Lessons from Asia," vol. 1, no. 1, pp. 11–18, 1991. [14] A. R. Khanal, R. H. Timilsina, and P. Dhungana, "Do environmental awareness and food safety information nudges enhance youth’s affinity to safer food consumption? Findings from an experiment in Nepal," Journal of Agribusiness in Developing and Emerging Economies, no. ahead-of-print, 2024. https://doi.org/10.1108/JADEE-01-2024-0019 [15] V. Krishnasree, P. Nethra, J. Dheeksha, M. Madumitha, R. Vidyaeswari, and P. Lakshya, "A pilot study on assessing the sustainability of food safety and hygienic practices in street food handling system," Asian Journal of Dairy and Food Research, vol. 37, no. 4, pp. 321-325, 2018. https://doi.org/10.18805/ajdfr.dr-1381 [16] A. N. T. Thi, N. T. M. Hằng, D. K. Thanh, and L. V. Hoa, "Evaluation of microbial safety knowledge, attitude and practice of street food vendors and consumers in Can Tho City, Vietnam," Rynnye Lyan Resour, vol. 4, no. 5, pp. 1802– 1814, 2020. https://doi.org/10.26656/fr [17] WB, "Food safety risk management in Vietnam: Challenges and opportunities," Retrieved: https://www.worldbank.org/en/country/vietnam/publication/food-safety-risk-management-in-vietnam-challenges- and-opportunities, 2020. [18] T. M. Ha, S. Shakur, and K. H. P. Do, "Consumer concern about food safety in Hanoi, Vietnam," Retrieved: https://www.sciencedirect.com/science/article/abs/pii/S0956713518305760, 2019. [19] I. Ajzen, "The theory of planned behavior," Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179-211, 1991. https://doi.org/10.1016/0749-5978(91)90020-T [20] D. C. Petrescu, I. Vermeir, and R. M. Petrescu-Mag, "Consumer understanding of food quality, healthiness, and environmental impact: A cross-national perspective," International Journal of Environmental Research and Public Health, vol. 17, no. 1, p. 169, 2020. https://doi.org/10.3390/ijerph17010169 [21] E. S.-T. Wang, H.-C. Lin, and M.-C. Tsai, "Effect of institutional trust on consumers’ health and safety perceptions and repurchase intention for traceable fresh food," Foods, vol. 10, no. 12, p. 2898, 2021. https://doi.org/10.3390/foods10122898 [22] I. Cifci, O. Atsız, and V. Gupta, "The street food experiences of the local-guided tour in the meal-sharing economy: the case of Bangkok," British Food Journal, vol. 123, no. 12, pp. 4030-4048, 2021. https://doi.org/10.1108/bfj-01- 2021-0069. 18 [23] A. Ozcelik and O. Akova, "The impact of street food experience on behavioural intention," British Food Journal, vol. 123, no. 12, pp. 4175-4193, 2021. https://doi.org/10.1108/bfj-06-2020-0481 [24] R. S. Morano, A. Barrichello, R. R. Jacomossi, and J. R. D’Acosta-Rivera, "Street food: Factors influencing perception of product quality," RAUSP Management Journal, vol. 53, pp. 535-554, 2018. https://doi.org/10.1108/rausp-06- 2018-0032 [25] N. N. S. N. Rahman, S. K. Abdullah, N. S. Yildirim, W. S. N. A. Ab Aziz, and S. A. S. Hamzah, "The influence of penang's street food on customers' intention to return," Asian Journal of Research in Education and Social Sciences, vol. 5, no. 3, pp. 524-537, 2023. [26] N. Mohamad, D. S. Palan, M. A. Roslan, and N. A. Nasron, "Predictors of behavioral intention among tourist: the case of revisiting street food spots in Penang, Malaysia," Journal of Foodservice Business Research, vol. 25, no. 4, pp. 475-497, 2022. https://doi.org/10.1080/15378020.2021.1964418 [27] A. T. L. Nguyen et al., "Customers’ knowledge, attitude, and practices towards food hygiene and safety standards of handlers in food facilities in Hanoi, Vietnam," International Journal of Environmental Research and Public Health, vol. 15, no. 10, p. 2101, 2018. https://doi.org/10.3390/ijerph15102101 [28] N. Larson and M. Story, "A review of environmental influences on food choices," Annals of Behavioral Medicine, vol. 38, no. suppl_1, pp. s56-s73, 2009. https://doi.org/10.1007/s12160-009-9120-9 [29] J. Hill, Z. Mchiza, T. Puoane, and N. P. Steyn, "The development of an evidence-based street food vending model within a socioecological framework: A guide for African countries," PLoS One, vol. 14, no. 10, p. e0223535, 2019. https://doi.org/10.1371/journal.pone.0223535 [30] A. S. Mohammed and M. Z. Shehasen, "Street food consumption and associated health risk," International Journal of Research Studies in Agricultural Sciences, vol. 6, pp. 8-18, 2020. https://doi.org/10.20431/2454-6224.0607002 [31] A. T. Muzaffar, I. Huq, and B. A. Mallik, "Entrepreneurs of the streets: An analytical work on the street food vendors of Dhaka city," International journal of Business and Management, vol. 4, no. 2, pp. 80-88, 2009. https://doi.org/10.5539/ijbm.v4n2p80 [32] A. Joyce et al., "Factors influencing consumption of street vended local foods (SVLFs) in Urban Ghana," African Journal of Food Science, vol. 14, no. 11, pp. 395-406, 2020. https://doi.org/10.33425/2641-4295.1031 [33] C. Thatchinamoorthy and J. Meenambigai, "Customer relationship management and retention in street food sector," Food and Nutrition Journal, pp. 1-5, 2017. https://doi.org/10.15436/2377-0619.18.1789 https://doi.org/10.57110/vnujeb.v3i6.240 https://doi.org/10.1108/JADEE-01-2024-0019 https://doi.org/10.18805/ajdfr.dr-1381 https://doi.org/10.26656/fr https://www.worldbank.org/en/country/vietnam/publication/food-safety-risk-management-in-vietnam-challenges-and-opportunities https://www.worldbank.org/en/country/vietnam/publication/food-safety-risk-management-in-vietnam-challenges-and-opportunities https://www.sciencedirect.com/science/article/abs/pii/S0956713518305760 https://doi.org/10.1016/0749-5978(91)90020-T https://doi.org/10.3390/ijerph17010169 https://doi.org/10.3390/foods10122898 https://doi.org/10.1108/bfj-01-2021-0069 https://doi.org/10.1108/bfj-01-2021-0069 https://doi.org/10.1108/bfj-06-2020-0481 https://doi.org/10.1108/rausp-06-2018-0032 https://doi.org/10.1108/rausp-06-2018-0032 https://doi.org/10.1080/15378020.2021.1964418 https://doi.org/10.3390/ijerph15102101 https://doi.org/10.1007/s12160-009-9120-9 https://doi.org/10.1371/journal.pone.0223535 https://doi.org/10.20431/2454-6224.0607002 https://doi.org/10.5539/ijbm.v4n2p80 https://doi.org/10.33425/2641-4295.1031 https://doi.org/10.15436/2377-0619.18.1789 2318 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 4: 2301-2318, 2025 DOI: 10.55214/25768484.v9i4.6546 © 2025 by the authors; licensee Learning Gate [34] S. Higgs, "Social norms and their influence on eating behaviours," Appetite, vol. 86, pp. 38-44, 2015. https://doi.org/10.1016/j.appet.2014.10.021 [35] S. I. Ukenna and A. A. Ayodele, "Applying the extended theory of planned behavior to predict sustainable street food patronage in a developing economy," Journal of Food Products Marketing, vol. 25, no. 4, pp. 404-434, 2019. https://doi.org/10.1080/10454446.2019.1572561 [36] A. C. Alaka and C. A. Ogunlade, "Enhancing food safety and quality through sustainable food production and consumption practices in the global South," in Food Safety and Quality in the Global South: Springer, 2024, pp. 67- 93. [37] H. D. Setiyorini, T. Abdullah, and W. Ariandani, "Does food image affect customer intention to buy food?," presented at the In 3rd International Seminar on Tourism (ISOT 2018) (pp. 318-319). Atlantis Press, 2019. [38] M. Buckley, C. Cowan, and M. McCarthy, "The convenience food market in Great Britain: Convenience food lifestyle (CFL) segments," Appetite, vol. 49, no. 3, pp. 600-617, 2007. https://doi.org/10.1016/j.appet.2007.03.226. 19 [39] S. A. Ismail, M. N. Shamsudin, and H. Khaizy, "Consumers’ preference in dining at Malaysian brand fast food restaurants," vol. 4, no. 5, pp. 113–122, 2019. https://doi.org/10.35410/ijaeb.2019.4433 [40] B. Esiti and A. Ayodele, "Applying the extended theory of planned behaviour to predict street food patronage behaviour: A literature review," Int. J. Bus. Manag. Rev, vol. 13, pp. 66–83, 2025. https://doi.org/10.37745/ijbmr.2013/vol13n26683 [41] A. Drewnowski and P. Monsivais, "Taste, cost, convenience, and food choices," Elsevier, 2020, pp. 185-200. [42] E.-J. Kim and L. V. Geistfeld, "Consumers' restaurant choice behavior and the impact of socio-economic and demographic factors," Journal of Foodservice Business Research, vol. 6, no. 1, pp. 3-24, 2003. https://doi.org/10.1300/j369v06n01_02 [43] D. E. Levy, M. C. Pachucki, A. J. O’Malley, B. Porneala, A. Yaqubi, and A. N. Thorndike, "Social connections and the healthfulness of food choices in an employee population," Nature Human Behaviour, vol. 5, no. 10, pp. 1349-1357, 2021. https://doi.org/10.1038/s41562-021-01103-x [44] F. Abd Hanan, N. B. Sadri, and N. Q. B. Yusup, "Customers' perception of Malaysian street food quality," International Journal of Academic Research in Business and Social Sciences, vol. 11, no. 13, pp. 73-87, 2021. https://doi.org/10.6007/ijarbss/v11-i13/8503 [45] S. Nonthapot, "The impact of economic factors on street food consumer choice in Nong Khai Municipality, Nong Khai Province, Thailand," Management Science Letters, vol. 9, no. 13, pp. 2337-2346, 2019. https://doi.org/10.5267/j.msl.2019.7.021 [46] K. H. Seo and J. H. Lee, "Understanding risk perception toward food safety in street food: The relationships among service quality, values, and repurchase intention," International Journal of Environmental Research and Public Health, vol. 18, no. 13, p. 6826, 2021. https://doi.org/10.3390/ijerph18136826 [47] N. Joo, S. Park, B. Lee, and J. Yoon, "Importance-satisfaction analysis of street food sanitation and choice factor in Korea and Taiwan," Nutrition Research and Practice, vol. 9, no. 3, pp. 296-303, 2015. https://doi.org/10.4162/nrp.2015.9.3.296 [48] I. L. Nonato, L. d. A. Minussi, G. B. Pascoal, and D. A. De-Souza, "Nutritional issues concerning street foods," J Clin Nutr Diet, vol. 2, no. 1, pp. 1-7, 2016. https://doi.org/10.4172/2472-1921.100014 [49] S. E. Hiamey and G. A. Hiamey, "Street food consumption in a Ghanaian Metropolis: The concerns determining consumption and non-consumption," Food Control, vol. 92, pp. 121-127, 2018. https://doi.org/10.1016/j.foodcont.2018.04.034 [50] J. A. Yeap, K. S. G. Ong, E. H. Yapp, and S. K. Ooi, "Hungry for more: understanding young domestic travellers’ return for Penang street food," British Food Journal, vol. 122, no. 6, pp. 1935-1952, 2020. https://doi.org/10.1108/bfj-09-2018-0632 [51] H. T. Trinh et al., "Diet quality index and food choice motives in Vietnam: The roles of sensory appeal, mood, convenience, and familiarity," Foods, vol. 12, no. 13, p. 2505, 2023. https://doi.org/10.3390/foods12132505 [52] M. Sarstedt, C. M. Ringle, and J. F. Hair, "Partial least squares structural equation modeling in handbook of market research." Cham: Springer International Publishing, 2021, pp. 587-632. https://doi.org/10.1016/j.appet.2014.10.021 https://doi.org/10.1080/10454446.2019.1572561 https://doi.org/10.1016/j.appet.2007.03.226 https://doi.org/10.35410/ijaeb.2019.4433 https://doi.org/10.37745/ijbmr.2013/vol13n26683 https://doi.org/10.1300/j369v06n01_02 https://doi.org/10.1038/s41562-021-01103-x https://doi.org/10.6007/ijarbss/v11-i13/8503 https://doi.org/10.5267/j.msl.2019.7.021 https://doi.org/10.3390/ijerph18136826 https://doi.org/10.4162/nrp.2015.9.3.296 https://doi.org/10.4172/2472-1921.100014 https://doi.org/10.1016/j.foodcont.2018.04.034 https://doi.org/10.1108/bfj-09-2018-0632 https://doi.org/10.3390/foods12132505