A grounded theory research method and laddering interview technique was used to probe beyond the initial attributes that induce consumers to buy fast food, and uncover the underlying values motivating American fast food consumption. The results showed that the speed and convenience of fast food is valuable to respondents because it gives them more time and energy to pursue endeavors that are important to them; and that reinforce their personal values of security, self-fulfillment, a sense of accomplishment, and a sense of belonging. Concerns about health, social, and environmental problems associated with fast food was therefore found to be secondary to the pursuit of the respondents’ values.
Based on the results of this study, two propositions with social and business implications were proposed. First, to be accepted by the American public, fast food alternatives must reinforce the values found to motivate fast food consumption. Second, it was found that respondents focus on food consumption, giving little thought to how food is produced, or how it will affect their future health. Additional research that investigates the disconnect Americans have between the food they eat, how it was produced, and their future health may hold implications for how to best address diet-related health problems and unsustainable food production methods.