Explaining Factors Influencing Food Waste Behaviors: Application of Planning Behaviors Theory

Sadegh Salehi; Zahra  Pazokinejad; Prashanth Beleya; Diana Airawaty; Prakash  Nadarajah

doi:10.48161/qaj.v5n4a1910

Authors

Sadegh Salehi Department of Sociology of Development, Faculty of Humanities & Social Sciences, University of Mazandaran, Babolsar 47416-13534, Iran.
Zahra Pazokinejad Department of Sociology of Development, Faculty of Humanities & Social Sciences, University of Mazandaran, Babolsar 47416-13534, Iran.
Prashanth Beleya Faculty of Business and Communications, INTI International University, Nilai 71800, Malaysia.
Diana Airawaty Faculty of Economy, Universitas Mercu Buana Yogyakarta 55753, Indonesia.
Prakash Nadarajah Department of Maritime and Logistics, Peninsula College, Universiti Teknologi MARA (UiTM) Education Hub, Batu Kawan, Penang 40460, Malaysia.

DOI:

https://doi.org/10.48161/qaj.v5n4a1910

Keywords:

Attitudes, Subjective Norms, Situational factors, Environmental Beliefs, Food waste, Resource Efficiency

Abstract

This study aimed to examine social-psychological factors of FWB among consumers in Mazandaran province, Iran. The theory of planned behavior is theoretical framework of this study. Based on a survey involving 418 samples of consumers, the impacts of attitudes, perceived behavioral control, and contextual factors on FWB were investigated. The results of this study showed that intention did not affect FWB directly; environmental beliefs (15%) and attitudes toward the behavior of reducing food waste (-22%) affect FWB through intention. Shopping habits (12%) and situational factors (26%) influence FWB directly. Subjective norms (-15%) influenced FWB. Based on the findings, FWB varied by sex, age, and income. Strengthening perceived behavioral control and religious teachings in the family, promoting organic packaging, and communicating the impact of food waste marketing can help reduce its disposal.

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