The waste management of fruit and vegetable in wholesale markets: Intention and behavior analysis using path analysis

Abstract

The high rate of food waste in Iran, almost 6 times the food waste average of the world was an incentive to conduct the research, in spite of much evidence on the behavior of consumers in the matter of waste management, little known is about waste management behaviors by fruit and vegetable salespeople in the supply chain, remained understudied, especially in wholesale markets. This cross-sectional research is intended to investigate the contribution of factors affecting the fruit and vegetable waste (FVW) management behavior of 265 wholesalers in Kermanshah City, western Iran, were included as the sample of the study and were surveyed using a self-administered questionnaire conceptually underpinned based on the theory of planned behavior (TPB) and the cultural theory of risk (CTR). The research findings make known that three seminal constructs of the TPB, such as attitude, subjective norms, and behavioral control have a positive effect on behavioral intention. It was also found that behavioral intention strongly influences FVW management behavior. Connected with the personality characteristics of CTR, the results make manifest that individualistic and hierarchical features have a positive effect on attitude, while, fatalism impinges upon attitude, which affects behavioral intention indirectly. In conclusion, we provide management implications and solutions to modify the waste status quo and hints for future research.