Vanity and food waste: Empirical evidence from China

Li Gao, Yingdan Mei, Xiaohan Yang, Congyu Zhao and Daimeng Li

Journal of Consumer Affairs, 2021, vol. 55, issue 4, 1211-1225

Abstract: Food waste has gained tremendous attention in recent years, not only because food resources are becoming scarce, but also the increasingly awareness of food saving. This research aims to examine how vanity, a psychological factor, affects at‐home and outdoor food waste behaviors in China. The data we use is based on a face‐to‐face questionnaire interview in three provinces of China through a stratified sampling method and eventually, 305 valid questionnaires are acquired. It has been found that there is a significantly positive relationship between food waste and vanity, which is robust with various specifications.

Date: 2021
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https://doi.org/10.1111/joca.12369

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