The relationship between ugly food value and consumers’ behavioral intentions: Application of the Theory of Reasoned Action

Abstract

This study employed the Theory of Reasoned Action to examine the relationship between ugly food value and consumers' behavioral intentions. In addition, it has been used to analyze the causal relationships between ugly food value, attitudes, subjective norms, voluntariness, and behavioral intentions, as well as the moderating effect of utilitarian consumption level. An online survey was conducted in the first week of August 2021. Participants included 359 Koreans aged 18 years and older who recognized ugly food. The findings of this study revealed that ugly food value positively affected attitudes and subjective norms, whereas subjective norms positively affected attitudes; however, voluntariness did not have a significant impact on attitudes. In addition, attitudes and subjective norms had significant effects on behavioral intentions. This study identified the moderating effect of utilitarian consumption levels in the relationship between subjective norms, attitudes, voluntariness, attitudes, and behavioral intentions. This is the first study, to the best of our knowledge, to analyze ugly food value by applying the Theory of Reasoned Action. The results extend prior knowledge derived through existing models in the sustainable food service industry; they may also contribute to improvements in the agricultural economy and influence consumers' food-related behaviors, environmental impacts, and practices in the food service industry.