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This is a Quantitative Study study.

Brand Expertise and Unhealthy Lifestyle Behaviors Drive Instant Noodle Purchase Decisions Among University Students, with Materialism as a Moderating Variable

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Brand expertise and unhealthy lifestyle behaviors significantly influence instant noodle purchase decisions.
Regression analysis revealed that materialism moderates the impact of brand expertise on purchasing.
A survey with probability sampling was used to gather data from university students on their noodle consumption.
The study emphasizes the relevance of unhealthy lifestyles and materialism in consumer behavior toward fast food.

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Survey analyzes how brand expertise and unhealthy lifestyle behaviors impact noodle purchases in students, suggesting materialism plays a key role.

Yudhia et al. (2025) studied this question.

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Survey analyzes how brand expertise and unhealthy lifestyle behaviors impact noodle purchases in students, suggesting materialism plays a key role.