For the past several years, the consumption of fast foods has increased all over the world. Various kinds of studies show that there is a significant trend of increased consumption of fast food as well as a significant increase in fast food restaurants all over the world. Major fast food restaurants like McDonalds and Burger Kings have significantly expanded their stores in America and have found it easy to venture into new markets despite territorial boundaries foods (Kramer 14). The increase in fast food consumption has posed a significant threat to the health of the population that has come to be accustomed to having their meals at fast food restaurant. This trend is mostly seen in urban dwellings where health complications related to fast food is prevalent. Despite its health risk, fast foods consumption is still on the rise as people find it easy to prepare and can be accessed from various restaurants that have come up across urban regions. Fast foods are also moderately inexpensive and are like by people of younger age given that they contain high levels of sugar and salts. The meals are also served in high portions and have low levels of micronutrients and fiber, which makes it, preferred by those in the younger age groups especially adolescents. Studies have observed various adverse impacts associated with the consumption of fast food. Food specialist argues that the increased consumption of fast food has caused significant health risk among consumers and has seen a considerable increase in lifestyle-related diseases. Chronic diseases such as heart failure, high blood pressure, obesity, and cancer have all been associated with the increased consumption of fast food. However, despite the health risk that the consumption of fast food possess, its consumption rate is still on the increase especially among the youth who are attracted to it due to its qualities (Monteiro, et al. 22). This research is geared towards providing information on the negative impact of consumption of fast food as well as an analysis of its current consumption rate. The research will compare the different decisions that people when faced with making choices on food. The study also hopes to offer proposals on how to avoid the high rate consumption of fast food using alternative healthy meals.

Studying the increased consumption of fast food is critical given the health risk of fast food. America has seen an increased occurrence of lifestyle-related diseases, which have mostly been associated with the consumption of fast foods. It is approximated that one in every seven Americans has a lifestyle related disease. Studies show that most of these chronic diseases are due to the increased consumption of fast food. It, therefore, becomes necessary to understand why is it that despite the health risk associated with the fast food consumption; its prevalence is still on the increase as evident with the rise of fast food restaurant around the world. This study will look into the effects of constant consumption of fast food and the way it affects the health of those who consume it. This study is also important, as it will help explain why people still consume fast food in masses despite its known health risks. To reduce the rates of lifestyle diseases, it is critical that people understand why it is important to reduce the consumption of fast food in particular among the adolescents who have recorded a high number of obesity and other lifestyle-related complications.

From the time it was started, McDonald's has grown to be a leader in the fast food industry. As a result significantly changing the food market across the world. It has now become routine to see long lines or groups of individuals crowding fast food joints making their orders as they patiently wait for their meals. In the face of the apparent health complications, people are still streaming into fast food restaurants thereby increasing its consumption rate. Poti, Kiyah, and Barry argue that the increase in fast food consumption is majorly because the factors that promote its consumption are stronger than the factors that reduce fast food consumption (164). This trend is not only seen in America but across all cities where the prevalence of fast food consumption is common. Over the years, the supply of fast food has increased with an increase in its demand, especially among adolescents and children.

Personal characteristics and behavior such as age, gender, and genetic profile have been found to influence how people make the decision on consuming fast food. Other factors that influence the decision include the interactions that people have with their larger social circles, the culture, the environment that they leave in, and the ease at which they can access the meals (Stoddard). Such social factors can negatively or positively influence the rate of fast food consumption, for example, the pressure to match friends’ expectations and the need to go to public spaces such as fast food restaurant promote the consumption of fast food. On the other hand, if those in an individual's social circle report having negative experiences with the consumption of fast food, for example, a friend or a family member reports negatively on fast food, it helps in inhibiting its consumption.

Studies have also shown a correlation between increased rate of fast food consumption and taste preference. This has mostly been observed in adolescents who among other factors such as health and convenience are easily influenced in making food choices. According to Alviola, et al. time factor and the conveniences associated with fast foods play a significantly influence the choices people make when it comes to food consumption (112). This trend has been majorly observed in adolescents and young families that prefer fast food for the ease of making it and how quickly they can be digested. The cost of the meals and the taste factor also play a significant role in influencing food choices among this group. Alviola, et al. observes that pricing plays a critical role in how individuals are making the decision on the foods they will consume. The increased availability and affordability of fast foods have played a significant role in why people still consume it despite the apparent health complications related to it. This is mostly observed in low-income neighborhoods and middle-income families that prefer energy dense meals such as fast foods.  

There are growing concerns about the consumption of fast foods and the general eating habits of the urban population. This is due to the increased health risk associated with the consumption of fast foods, in particular with the children. Boyland and Jason argue that frequent consumption of fast food among children has led to increased threat to their growth and development (237). Despite these immediate concerns of the health risk associated with fast foods, it has been observed that adolescents are not aware of the impact of fast food consumption on their long-term growth. This group considers fast food as a source of energy and calories which assist them in getting the required energy to go about their daily activities. The need to stay active and energized and be able to go through the whole day with enough energy has been associated with adolescents increased consumption of fast food. Apart from the need for energy, fast food consumption among this group has also be associated with the increased autonomy that comes with being an adolescent. It is at this age that children become independent with making decisions on what food they will eat and how they will spend their finances. For this reason, most adolescents will prefer to eat fast food to have a feel of eating something outside the home environment which they feel gives them a sense of confidence.

Consumption of fast food has been associated with various lifestyle complications such as obesity, energy imbalance, and heart complications. For this reason, regulating the consumption of fast food is critical for the health of the future generation given that the consumption is more prevalent on adolescents who still have a long future. Christ argues that one of the most efficient ways to reduce the consumption of fast food is through a realistic representation of its effects. Various kinds of research observe that consumers of fast food are aware of its adverse effect but will still consume fast food because they believe they are not being affected. This happens for a while until the effects of fast food start being seen on their bodies. It is at this moment that they will realize that the meals are affecting them and should, therefore, regulate its consumption. If these consumers are given a practical example of how fast food gradually affects their health, their awareness of its complications would be enhanced making them view fast foods differently. A practical illustration of the adverse effects of fast food can be carried out using control measures on an individual volunteer as illustrated by Abiezer in his YouTube video. Such video illustrations can be used as practical examples to individuals who still doubt the effects of fast food. Within weeks, the video already illustrated the subject to have gained extra weight due to his consumption of fast foods. 

Another means through which the consumption of fast foods can be reduced is through intensive campaigns from both the government and private organizations. The government should intensively campaign against the use of fast foods and come up with regulations that would regulate the increased establishment of fast food restaurant. This should be done strictly for health purposes and not politically motivated. It is critical to note that it would be next to impossible to regulate setting up of fast food restaurants in the main cities given the already existing regulation, however, controlling how and where they are established falls squarely on the government (Kramer 55). Campaigns against fast food should also target the most affected population, which has been observed in adolescents. This makes it important for the campaigns to be targeted towards institutions such as schools and colleges where health education should be given priority. The adolescents should be taught on ways to improve their diets and the adverse effects of over-reliance on fast foods. In so doing, the government and the private sector shall have played a significant role in controlling the consumption of fast food among the population most affected. 

Apart from the campaigns and regulations from the government and the private sector, there should also be an alternative to fast food. One of the reasons that have been associated with the increased consumption of fast food is the ease through which it can be accessed and prepared. It is such conveniences that draw people to always consume fast food making it necessary that the government and the private sector provide alternative meals that can be accessed easily and prepared fast. Another factor that draws people to consuming fast foods is the cost of the meal that is considered to be relatively low compared to other meals available (Monteiro ET AL. 23). It, therefore, becomes critical that the government regulates the prices of the alternative meals available to substitute fast food. Providing the population with an alternative to fast food is critical especially to those who feel like fast food is the only meal they can have that is easy to access, prepare and affordable. Reducing the price is critical especially in an age where pricing is a critical factor being considered by consumers. With reduced prices on healthy meals, consumers would have a variety of alternatives to choose from while making their food choices. 

Controlling the excessive consumption of fast foods can also be achieved through the restriction in the constant advertisements of junk food. With the increased adverse effects, it is now the appropriate time that regulations are set in place to control the relentless promotion of fast food restaurants and junk foods by the mass media. It is through such promotions that the population is drawn to the consumption of fast food. This is so especially with the adolescents who are easily influenced by the optical illusion. The promotion of fast food fails to elaborate on the adverse effects of consuming fast foods which and therefore providing false information (Poti, Kiyah, and Barry 167). In as much as this is allowed in the marketing environment, it is critical that the government and the relevant authorities counter such advertisements with the reality that comes with the consumption of fast foods. The mass media also has a critical role to play in controlling the consumption of fast food. It is the time that they get involved in advocating for healthy feeding through their food programs or programs that target the population most affected with the consumption of fast foods. These programs should disclose nutritional values of alternative meals to fast food while at the same time elaborate on the adverse effects of fast food. This way, those watching these programs will become more informed while making food choice as they would consider the healthiest meals. 

A lot can be done in an attempt to control the increased consumption of fast food. However, without involving the corporate responsible for the production and increased consumption of fast foods, every measure taken to control its consumption can prove to be futile. It is, therefore, important that corporate involved in the establishment of fast food restaurants are involved in an attempt to control the consumption of their meals (Schrempf 312). This can be achieved by having the corporate be socially responsible for the effects of their meals. They can do this by providing and supporting education and guidance on the consumption of their meals. They can also apply social connections through which they can manage the intake of fast food in return avert the adverse effects of consuming fast foods. A corporate such as McDonald's should be heavily involved in supporting the measures through which consumption of fast food can be reduced. They should do this as part of their corporate social responsibility in having a healthy population. This does not mean they close their stores rather; they should on a regular basis regulate their operating time and make it a bit difficult for their clients to access their store or meals.

Fast food consumption has increased across the world over the years. This has been made possible by the increase in the fast food restaurant from fast food giants such as McDonald's and Burger Kings. The increased consumption of fast food has, however, come with adverse effects such as the increase in lifestyle diseases, which include heart failure, obesity, high blood pressure, and weight gain. In as much as consumers are aware of these complications, they are still consuming the meals. This has been attributed to various factors such as personal characteristics and an individual's preference especially when it comes to taste. The consumption of fast food has been noted to be more prevalent among adolescents who in most cases are influenced to consume fast food due to pressure from friends and the need to participate and go to social gathering such as fast food restaurants. It has also been observed that they are influenced by the taste and ease of acquiring fast food. It, therefore, becomes critical that measures are put in place to avert the dependency of fast food especially for this population that will make the future generation. This call for the involvement of the government, the private sector, mass media and corporate involved in the production of fast food.
