Can food waste behavior be managed within the B2B workplace and beyond? The roles of quality of green communication and dual mediation paths

Abstract

Food waste is becoming increasingly a crucial issue to organizations, but little is known about workplace food waste reduction among frontline employees in the business-to-business (B2B) context regardless of the salience of frontline employees with such a behavior as green intermediaries in B2B supply chains. Our research seeks to fill this gap by investigating how and when quality of green communication in the B2B workplace influences frontline employees' workplace and household food waste behavior, as well as the relationship between these two types of food waste behavior among frontline employees. The dataset for this study came from sales employees in manufacturing companies based in Vietnam. The results unveiled the roles of employees' green role identity and harmonious environmental passion as the dual mediation paths for the relationship between quality of green communication and employees' intention to reduce food waste, which in turn attenuated both their workplace and household food waste behavior. The positive relationship was noted between employees' workplace food waste behavior and their household food waste behavior. The results further demonstrated the boundary condition role of household leftovers reuse routines to enhance the link between intention to reduce food waste and food waste behavior. The implications are discussed on initiatives for reducing B2B frontline employees' food waste behavior, thereby transforming them into green agents in B2B supply chains.