Abstract
The sustainability of food waste is one of the most important contemporary economic, social, and environmental issues that encompasses useful academic, practical, and policymaking implications. Under the domain of sustainability, food waste is a serious global challenge with a growing public, political, and corporate concern. Existing literature regarding the sensitization of consumers and the promotion of waste cautious behaviors still has much room for improvement in household waste. To bridge the gap in the literature, this study identifies and examines determinants of young consumers’ food waste reduction behavior in households. Using a sample size of 391 young consumers of household food products from Pakistan, a full-scaled administrative survey is conducted, and our hypotheses are empirically tested by using the PLS structural modeling equation. Our findings reveal significant impacts from both cognitive and emotional aspects on sustainable food waste reduction behavior. Our results have several important implications for policymakers and all the stakeholders, especially for marketers, including advertising strategies, policies to mitigate the impact of food waste, and the development of educational programs related to food waste.
Highlights
It is important to address the issue of sustainability because sustainability raises the question of whether future generations can have the same or larger resource basket as the current generation
We conduct an in-depth study on food waste reduction behavior by using the 3R model to conduct an empirical analysis to understand antecedents of food waste reduction behaviors, including Reduce, Reuse, and Recycle
This study has examined the impacts of emotional, social, cognitive, and environmental factors on food waste reduction behavior
Summary
It has often been realized later that such activities are detrimental for many social, environmental, and economic factors These activities have the potential to cause irretrievable damage to the life of future generations and the environment [4]. It was estimated that food wasted in developing countries is worth USD 310 billion annually, which wastes large quantities of resources such as capital and energy, and puts constant stress on natural resources such as water and land [13] These economically avoidable food losses have a negative impact on the revenues of both parties in the food supply chains and have led to monetary losses for individuals and national economies [14]. Food waste with serious threats for economic, social, and environmental aspects requires a sound understanding of food consumption and wastage patterns for the development of organized systems for waste management [2,19,20]
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