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Abstract
This study investigates the factors influencing Chinese household consumers’ intentions toward food waste reduction and their actual food waste behavior. Using a cross-sectional survey and Partial Least Squares Structural Equation Modeling (PLS-SEM), the study finds that cognitive (perceived value of sustainability), environmental (awareness of consequences and ascription of responsibility), social (social norms), and emotional (anticipated guilt) aspects positively influence intentions to reduce food waste. Intention to reduce food waste acts as a mediating variable between these factors and actual food waste reduction behavior. The findings offer valuable insights for policymakers and marketers in developing strategies to reduce food waste in China.
Publisher
Humanities and Social Sciences Communications
Published On
Nov 18, 2023
Authors
Yue Ma, Abdullah Al Mamun, Mohd Helmi Ali, Mohammad Enamul Hoque, Zhai Lili
Tags
food waste reduction
household consumers
sustainability
environmental awareness
social norms
behavior
China
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