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.

Yue Ma, Abdullah Al Mamun, Mohd Helmi Ali, Mohammad Enamul Hoque, Zhai Lili