Abstract
This study examined consumer food waste behaviour using a comprehensive model integrating the theory of planned behaviour (TPB), the theory of interpersonal behaviour, and the comprehensive model of environmental behaviour. Using a temporally lagged design, one hundred and seventy-two respondents answered four questionnaires over a period of 14 months. Questionnaires measured emotions in relation to food waste, habits, the TPB variables, intention to reduce food waste, and self-reported food waste behaviour. Results showed that the less well-studied variables of habits and emotions were important determinants of participants’ intentions to reduce food waste and their current food waste behaviour. As expected, we found that negative emotions were associated with greater intentions to reduce food waste, but contrary to our predictions they were also associated with higher levels of food waste behaviour. In other words, participants who experienced more negative emotion when thinking about food waste intended to reduce their waste but actually ended up wasting more food. Results also show that participants with a greater sense of control, and more normative support for reducing food waste also had stronger intentions to engage in the behaviour. Our findings extend existing understanding and underscore the importance of the non-cognitive determinants of behaviour, namely emotions and habits. The implications for research and practice are discussed.
Highlights
Food waste is a significant global problem, with estimates suggesting that one third of edible food produced for human consumption is wasted globally each year (FAO, 2011; Goebel et al, 2015; GrahamRowe et al, 2014a)
According to the theory of planned behaviour (TPB), intentions to engage in a specific behaviour are increased when individuals hold a positive attitude to the behaviour, if they think that important other people expect them to engage in a particular behaviour, and if they perceive that they have an adequate level of control to be able to engage in the intended behaviour
Our results showed that the experience of more negative emotion was associated with higher intention to reduce food waste but contrary to our predictions, associated with higher food waste behaviour
Summary
Food waste is a significant global problem, with estimates suggesting that one third of edible food produced for human consumption is wasted globally each year (FAO, 2011; Goebel et al, 2015; GrahamRowe et al, 2014a). According to the TPB, intentions to engage in a specific behaviour are increased when individuals hold a positive attitude to the behaviour, if they think that important other people expect them to engage in a particular behaviour, and if they perceive that they have an adequate level of control to be able to engage in the intended behaviour. Each of these constructs is an indicator of perceptions that individuals hold. According to the TPB it is, the perception that is important in determining the behaviour, rather than actualities
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
