Intention versus behaviour: integration of theories to help curb food waste among young Spanish consumers

Abstract

PurposeThis study aims to find the most relevant variables for understanding the gap between intention and behaviour in relation to food waste reduction among young consumers, providing a theoretical framework that reveals what theories can explain this gap.Design/methodology/approachA qualitative analysis based on two focus groups with participants aged 18–35 was developed to examine young consumers' intention–behaviour gap.FindingsThe results suggest that a combination of variables from different theories (the theory of planned behaviour, social practice theory and value-belief-norm theory) can better explain the gap, and that other variables such as emotions, price consciousness and situational factors should also be taken into consideration. The authors also find that although some situational variables tend to reduce the gap, some specific situations do the opposite.Originality/valueThe results offer a conceptual model that combines variables from diverse theoretical streams with the aim of understanding food waste among young consumers holistically, and identify new variables that had not been considered by previous research.