Nejati, Mehran; Parakhodi Moghaddam, Parnia - In: Young Consumers 13 (2012) 4, pp. 337-344
Purpose – The current study aims to investigate gender differences in hedonic and utilitarian values on Iranian young consumers' intentions for eating in fast‐casual restaurants. Design/methodology/approach – By testing a sample of 189 young consumers, aged 18 to 24, this study applied...