Antecedents and Consequents of Food Waste Reduction: Do Religious Commitment and Awareness of Consequences Moderate

Atteeq ur Rahman and Niu Xiongying
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Atteeq ur Rahman: Business school, University of International Business and Economics, Chaoyang District, Beijing, P.R. China
Niu Xiongying: Business school, University of International Business and Economics, Chaoyang District, Beijing, P.R. China

International Journal of Science and Business, 2021, vol. 5, issue 4, 207-220

Abstract: This study empirically test the applicability of theory of planned behavior with additional variables of concern for food waste, religious commitment and awareness of consequences towards consumers food waste reduction intentions and afterward leftover foods’ reuse and donate behavior. A sample of 533 respondents were selected mainly from Punjab Pakistan. Data for this study is collected from young Pakistani household consumers. The study employed structure equation modeling (SEM) to test the hypothesized model. The results of the study showed that moral norms, subjective norms, perceived behavioral control and food waste concerns may restricts consumers to avoid food wastage and promote waste reduction intentions. Furthermore the constructs of religious commitment and awareness of consequences by creating their moderating affect further strengthen this relationships. The results of the study establish that there is need to include favorable perception about benefits, cost, threat and risk associated with food waste in educational programs and advertising strategies. The inclusion of favorable perceptions becomes more effective specifically in case of socially proscribed behaviors that is food waste behaviors.

Keywords: Theory of planned behavior; Concern for food waste; Religious commitment; Awareness of consequences; Food reuse; Food donate (search for similar items in EconPapers)
Date: 2021
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