Saswati Bhattacharya

                                   Asst. Professor, EIILM – KOLKATA 

                                    sbhattacharya90@gmail.com

                                    Utshab Sinha Roy

                                  Asst. Professor, EIILM – KOLKATA 

JEL Classification: Q01                                                                                                                                                     https://doi.org/10.65176/IJLM.V2I1.16

Abstract

The high level of consumption of Western fast food has become an integral part of modern life.  Busy schedules and quick and cheap accessibility have made it a basic requirement of living. However, the emerging requirement has a detrimental effect on human health, which silently creeps in with diseases. Highly unhealthy fats, sugar, salt, and a lack of hygiene cause chronic illnesses such as heart disease, diabetes, high blood pressure, and obesity.  While some visible effects also accompany these, such as skin dullness, hair fall, mood swings, irritation, tiredness, laziness, anger issues, and impatience.  Our research highlights the need for action to be taken so that Asian convenient, nutritious, healthy food can be introduced to replace Western junk fast food.  In this research, we targeted the new generation youth who are influenced by advertisements and group influence, and individuals in their mid-forties, who consume fast food regularly as a requirement of their busy schedule. Both segments of people consume fast food.  We need to focus on Asian convenience food, which can be made healthy, retain the tradition of Asian culture, and can be made conveniently in less time. Asian foods are tasty, filling, and require readily available ingredients, easy cooking techniques, and variable recipes. People should be made aware of the consequences and should be convinced that Western fast food can be replaced by healthy, convenient food for regular consumption. Fast food stalls can also provide healthy Asian local delicacies as a better business formula, which will be unique and not against the well-being of humanity. This can significantly make society and the environment more productive and healthier. The local ingredients and Asian cuisine reflect the culture and tradition, and can be healthier for consumption. 

Keywords: Consumption of Western Fast Food, Asian Delicacy, non-communicable disease, Asian culture, heritage 

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