Factors affecting consumers' food waste behavior
Abstract
Due to the fact that food waste takes place in every stage of the food supply chain, and the most value-added waste is at the consumption level. This research is aiming to examine food waste behavior of consumers in Ho Chi Minh City and figure out its differences in both specific context at restaurant and at home. With the application of TPB’s base model (Theory Planned of Behavior) including four constructs Personal Attitude, Subjective Norm, Perceived Behavioral Control and Intention, this paper build partial least squares structural equation model to test the hypotheses. The research author created closed and structured questionnaires plus using Likert measurement scale from “totally disagree” to “totally agree” to collect primary data from respondents. The survey was distributed to 250 respondents (online forms) and collected data confirms significant relationships between factors and food waste behavior according to specific contextual aspects such as at restaurant and at home. For both contexts, consumers’ food waste behavior has a negative correlation impacting their intention to reduce it. From that, many food and beverage businesses can investigate more consumers’ behavior and imply food security policies in order to stimulate consumers’ intention to decrease the food waste. Moreover, food waste problem has already impacted environment negatively, it is urgent for each of us to take part in solving this problem instead of only organization level. From the research’s findings, the author can give some practical recommendations for consumers to adjust eating habits and solutions to solve the leftovers as well.
Keyword: consumer behavior, food waste, structural equation modelling, theory of planned behavior