How risk perception regarding the COVID-19 pandemic affected household food waste: Evidence from Brazil

Abstract

Food waste is a worldwide problem. One third of the food produced in the world is lost or wasted every year. Most of this waste takes place downstream of the supply chain due to consumer behavior. This issue is expected to increase in both developed and emerging economies. With the beginning of the COVID-19 pandemic, a range of challenges led to changes in consumer behavior. This study explores household food waste behavior during the COVID-19 pandemic through the lens of the Theory of Planned Behavior. The risk perception regarding the pandemic was integrated into a broader framework, which was analyzed by Structural Equation Modeling. The sample comprises the participation of 452 Brazilian individuals. The results show that all the predictors incorporated in the model were statistically significant. The intention of reducing household food waste during the pandemic was found to be the strongest predictor of food waste behavior. Additionally, the pandemic apparently influenced consumers' perceptions about the control they think they have over food waste. This research has theoretical and managerial implications. From a theoretical perspective, this study identifies key predictors of household food waste by considering a period of health crisis in an emerging country. From a managerial standpoint, this research may provide a learning experience for future similar scenarios. Results may also motivate consumers to look for ways to reduce, reuse and recycle food waste.