Decoding the Dilemma of Consumer Food Over-Ordering in Restaurants: An Augmented Theory of Planned Behavior Model Investigation

Fei Zheng, Chenguang Zhao (), Ahmad S. Ajina () and Petra Poulova
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Fei Zheng: The School of Accounting, Xijing University, Xi’an 710123, China
Chenguang Zhao: The School of Management, Xian Jiaotong University, Xi’an 710048, China
Ahmad S. Ajina: Department of Marketing, College of Business Administration, Prince Sattam bin Abdulaziz University, Al-Kharj 11942, Saudi Arabia
Petra Poulova: Department of Informatics and Quantitative Methods, Faculty of Informatics and Management, University of Hradec Kralove, 500 03 Hradec Králové, Czech Republic

Sustainability, 2023, vol. 15, issue 11, 1-16

Abstract: This study aims to investigate the phenomenon of over-ordering behavior in social dining as a significant contributor to food waste, utilizing an integrated conceptual model that combines the theory of planned behavior (TPB) and the norm activation model (NAM) with the moderating role of Mianzi. A total of 583 responses collected through an online survey are analyzed using partial least squares–structural equation modeling (PLS-SEM). The findings reveal that awareness of consequences and ascription of responsibility positively influence personal norm, while personal norm negatively affects consumers’ attitude towards over-ordering. Furthermore, attitude, subjective norm, and perceived behavioral control (PBC) are positively and significantly associated with over-ordering behavior. Notably, Mianzi moderates the relationship between personal norms and attitude. These findings contribute to a deeper understanding of the factors influencing consumers’ over-ordering behavior and provide valuable insights for addressing food waste in social dining contexts. The study’s limitations are discussed, and future research directions are suggested to advance the field of food waste reduction.

Keywords: over-ordering behavior; norm activation model (NAM); theory of planned behavior (TPB); Mianzi; social dining (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:11:p:8735-:d:1158363

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