Abstract
“Ugly food” refers to agricultural products that are discarded because their appearance is not attractive, even though their nutritional content is unaffected. In this study, protection motivation theory (PMT) was applied to analyze whether an individual’s awareness of food waste problems affects their “ugly food” purchase intention. Hence, the relationships between awareness of food waste problems, threat appraisal (severity and vulnerability), coping appraisal (response efficacy and self-efficacy), and ugly food purchase intention were analyzed. Additionally, a moderating effect analysis was conducted per consumer age. Descriptive statistical analysis, frequency, and SPSS reliability analysis were used, including confirmatory factor analysis, structural equation modeling, and multi-group analysis of the Amos program. For the final analysis, 361 samples were used. Results showed that awareness of food waste problems positively affected severity and vulnerability, response efficacy, and self-efficacy. Moreover, severity positively affected ugly food purchase intention and vulnerability did not. Response and self-efficacy positively affected ugly food purchase intention. In the moderating effect analysis per consumer age, the difference between severity and ugly food purchase intention and vulnerability and ugly food purchase intention was significant. This study has various academic and practical implications, and presents several strategies to reduce food waste to contribute to a sustainable future environment. It is also the first study linking the food waste problem, PMT, and ugly food purchase behavior.
Highlights
In 2015, the United Nations (UN) member states adopted the 2030 Agenda for Sustainable Development with the goal of sharing a blueprint for prosperity and peace between humanity and the planet in the present and future [1]
We summarize the purpose of this study as follows: (1) To analyze concerns about food waste problems in threat appraisal and coping appraisal
The results showed that Koreans’ awareness of food waste problems increased their severity, vulnerability, response efficacy, and self-efficacy, among which individual’s severity, response efficacy, and self-efficacy enhanced ugly food purchase intention
Summary
In 2015, the United Nations (UN) member states adopted the 2030 Agenda for Sustainable Development with the goal of sharing a blueprint for prosperity and peace between humanity and the planet in the present and future [1]. Development Goals (SDGs), which include urgent actions to be implemented by all countries [1]. Regarding the 17 major goals of the United Nations, food waste is a prominent topic in each country. While the world’s food resources are limited and the population continues to grow, ensuring the efficient consumption of these resources for a better future is a crucial task for humans [3]. Developing a sustainable distribution supply chain is essential and will play a significant role in strengthening the efficient distribution of agricultural products and food security [4]
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