Gender differences in hedonic values, utilitarian values and behavioural intentions of young consumers: insights from Iran

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 descriptive statistics, hierarchical regression analysis and independent samples t‐test to analyze the collected data. Findings – The findings revealed that both hedonic and utilitarian values are significant determinants of behavioural intentions to eat in fast‐casual restaurants. However, no moderation effect was found for gender in the above‐mentioned relationship. Research limitations/implications – Convenience sampling technique applied in this research limits the generalizability of the findings. Practical implications – Findings of this study provide invaluable insights about young consumers from a developing country, which has been rarely investigated. This expands the understanding about their consumption behaviour and the role of underlying values in their behavioural intentions. Originality/value – By examining two distinct types of consumption values on the behavioural intentions of consumers, this study provides insights from young consumers in a developing country, namely Iran, which has been rarely investigated before.