Modeling the intention and adoption of food waste prevention practices among Chinese households

Considerable attention has been paid to the problem of food waste on a worldwide scale. Evidence demonstrates that food waste occurs mostly in private households, and that home food waste has been identified as the leading cause of global food waste. Home food waste poses a severe threat to food security and involves environmental and financial ramifications. While this is a global issue, most studies on what motivates people to make changes that would result in less food waste have been conducted in wealthy countries. Integrating the Theory of Interpersonal Behavior (TIB), this study fills this gap by investigating the factors influencing Chinese household consumers' intentions toward food waste reduction and their actual food waste behavior. This study used a cross-sectional survey approach to collect data from households using social media platforms. Partial least squares structural equation modeling was adopted to assess and evaluate the conceptual model. The empirical findings demonstrate that cognitive (perceived value of sustainability), environmental (awareness of consequences and ascription of responsibility), social (social norms), and emotional (anticipated guilt) aspects tend to have a positive influence on Chinese household consumers' intentions toward reducing food waste, suggesting that interpersonal behavior could reduce food consumption in developing countries like China. Furthermore, the findings show that the intention to decrease food waste serves as an intermediary variable that highlights another route of association between the TIB factors and actual food waste reduction behavior. The findings will be more informative to policymakers, marketers, and researchers in developing strategies to reduce food waste.