Italian Youth and Food Waste: An Application of an Extended Theory of Planned Behavior Model

Maria Consiglia D’Angelo (), Adele Coppola, Francesco Genovese, Sara Simeone, Severino Romano, Mario Cozzi and Mauro Viccaro
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Maria Consiglia D’Angelo: University of Basilicata
Adele Coppola: University of Basilicata
Francesco Genovese: University of Basilicata
Sara Simeone: University of Basilicata
Severino Romano: University of Basilicata
Mario Cozzi: University of Basilicata
Mauro Viccaro: University of Basilicata

A chapter in Innovation and Knowledge in Agri-food and Environmental Systems, 2024, pp 225-230 from Springer

Abstract: Abstract In reaching the SDG 12.3 target, consumer behavior studies are crucial to better understanding the food waste phenomenon and identifying mitigation strategies. Households’ food waste is influenced by the cultural context as well as by different socio-demographic factors; comparing different generational groups it emerged that young people tend to waste more food. In this study, to explain and predict food waste behavior among young Italian generation, we extend the Theory of Planned Behavior (TPB) by incorporating personal norms. The model, investigated using a Partial Least Square—Structural Equation Modeling (PLS-SEM) and tested separately for generations Y and Z, shows differences across the two samples. The importance of additional factors to increase the predictive power of the TPB model is confirmed in both generations. In fact, personal norms play an important role in mediating the effect of subjective norms on intention. In future analysis, additional factors, such as environmental concern, sustainability self-identity and knowledge will be added.

Keywords: Food waste behavior; Young generations; PLS-SEM (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-65168-7_37

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DOI: 10.1007/978-3-031-65168-7_37

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