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Antecedents of Consumer Food Waste Reduction Behavior: Psychological and Financial Concerns through the Lens of the Theory of Interpersonal Behavior

Author

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  • Saman Attiq

    (Air University School of Management, Air University Islamabad, Islamabad 54000, Pakistan)

  • Amanda M. Y. Chu

    (Department of Social Sciences, The Education University of Hong Kong, Tai Po, Hong Kong)

  • Rauf I. Azam

    (Punjab University of Technology Rasul, Punjab 50380, Pakistan)

  • Wing-Keung Wong

    (Department of Finance, Fintech & Blockchain Research Center, and Big Data Research Center, Asia University, Taichung City 41354, Taiwan
    Department of Medical Research, China Medical University, Taichung City 40447, Taiwan
    Department of Economics and Finance, The Hang Seng University of Hong Kong, Shatin, Hong Kong)

  • Sumia Mumtaz

    (Air University School of Management, Air University Islamabad, Islamabad 54000, Pakistan)

Abstract

This study sought to investigate the role of consumers’ emotional, cognitive, and financial concerns in the development of food waste reduction, reuse, and recycling behavior among restaurant patrons. Food waste in restaurants is a major problem for the food service industry, and it is a growing source of concern in developing countries, where eating out is becoming increasingly popular. A large portion of restaurant food waste in these markets originates from the plates of customers, highlighting the importance of consumer behavior changes in reducing waste. The current study has used a quantitative approach to analyze the impact of anticipated negative emotion of guilt, awareness of consequences, habit, and financial concern on food waste reduction behaviors, i.e., reduce, reuse, and recycle. The study collected 492 responses and data is analyzed for hypotheses testing through Partial Least Square-Structural Equation Modelling. The findings showed that anticipated negative emotions of guilt, awareness of consequences, habit, and financial concern have a significant impact on restaurants’ consumer food waste reduction behaviors. Managers, policymakers, and researchers interested in resolving the food waste problem will find the study useful. Other topics discussed include the implications and limitations as well as possible future research directions.

Suggested Citation

  • Saman Attiq & Amanda M. Y. Chu & Rauf I. Azam & Wing-Keung Wong & Sumia Mumtaz, 2021. "Antecedents of Consumer Food Waste Reduction Behavior: Psychological and Financial Concerns through the Lens of the Theory of Interpersonal Behavior," IJERPH, MDPI, vol. 18(23), pages 1-18, November.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:23:p:12457-:d:688807
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    1. Sumia Mumtaz & Amanda M. Y. Chu & Saman Attiq & Hassan Jalil Shah & Wing-Keung Wong, 2022. "Habit—Does It Matter? Bringing Habit and Emotion into the Development of Consumer’s Food Waste Reduction Behavior with the Lens of the Theory of Interpersonal Behavior," IJERPH, MDPI, vol. 19(10), pages 1-24, May.
    2. Wing-Keung Wong, 2022. "Editorial Statement and Research Ideas on Using Behavioral Models in Environmental Research and Public Health with Applications," IJERPH, MDPI, vol. 19(12), pages 1-3, June.

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