Antecedents and Consequences of Consumers’ Behavioural Intention towards Food Waste: The Theory of Planned Behaviour Approach
DOI:
https://doi.org/10.24925/turjaf.v13i6.1486-1497.7544Keywords:
Food Waste, Environmental Concern, Awareness, Theory of Planned Behavior, Consumer BehaviourAbstract
One third of the world’s population does not have access to sufficient food. However, between one third and one half of all food produced goes to waste. While wasted food accounts for 8% of global greenhouse gas emissions, 30% of agricultural land and 20% of fresh water are used to produce this food that is never consumed. The most common food waste throughout the supply chain is household waste. In this study, consumers’ behaviour towards food waste was modelled using the extended theory of planned behaviour. The data for the study were obtained through web-based surveys conducted with consumers selected by convenience sampling. The SPSS statistical program and PLS-based structural equation modelling were used in the analysis of the data. According to the findings, awareness of the consequences of food waste and environmental concerns is effective on personal attitudes, subjective norms, and perceived behavioural control. Personal attitudes, subjective norms, and perceived behavioural control are effective on the intention not to waste food. Intention not to waste food, food surplus, and special days are effective in food waste behaviour. In the context of marketing ideas, developing stakeholders’ social responsibility behaviours<, awareness of waste, environmental awareness, and increasing communication of responsible consumption concepts are significant for sustainability.
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