Modeling the intention and adoption of food waste prevention practices among Chinese households

Food waste (FW) is a significant global problem with substantial economic, social, and environmental consequences. The Food and Agriculture Organization of the United Nations estimates that 1.3 billion tons of food are wasted annually globally, with households being the primary source. China, despite not having the highest per capita food waste, generates a considerable amount due to its large population. The Chinese government has prioritized reducing food waste as part of its sustainable development goals. Most existing studies on food waste reduction behavior have focused on wealthy countries, leaving a gap in understanding the drivers of such behavior in developing nations like China. This study addresses this gap by examining the factors influencing Chinese households' intentions and behaviors regarding food waste reduction, utilizing the Theory of Interpersonal Behavior (TIB). The TIB framework provides a comprehensive model that considers cognitive, environmental, social, and emotional factors influencing behavior. The study hypothesizes that perceived value of sustainability, awareness of consequences, ascription of responsibility, social norms, and anticipated guilt will positively influence intentions to reduce food waste, which in turn will positively influence actual food waste reduction behavior.

Previous research has explored the causes of food waste, focusing on quantification and the impact on global food systems. Studies have highlighted the roles of awareness, demographic characteristics, family traits, food culture, and informational interventions. The Theory of Planned Behavior (TPB) has often been employed, but recent studies have also emphasized the emotional aspects of food waste, such as guilt and regret. Other relevant theories, such as the Comprehensive Model of Environmental Psychology and TIB, have been applied. However, a knowledge gap exists regarding the factors influencing food waste reduction at the household level, particularly in developing countries and focusing on both cognitive and emotional factors. This study bridges this gap by focusing on Chinese households and integrating TIB, considering the influence of both cognitive and emotional factors and considering the mediating effect of intentions.

This study employed a quantitative approach using a cross-sectional survey design. Data were collected from 1090 Chinese households via social media platforms from March 15 to June 22, 2022. A self-administered questionnaire was used, including sections on demographics and measurement scales for perceived values on sustainability, awareness of consequences, ascription of responsibility, social norms, anticipated guilt, food waste reduction intentions, and food waste reduction behavior. The five-point Likert scale was used for measurement. PLS-SEM was used to analyze the data, testing the hypothesized relationships between the identified variables. Common method bias was assessed using Harman's single-factor test and Kock's full collinearity test. Multivariate normality was evaluated using Web Power. The study also conducted multi-group analysis to investigate measurement invariance across different demographic groups (age, gender, education, and eating-out frequency).

The study found a total of 1090 participants, with the majority being female (52.4%) and aged between 31 and 40 years (23.3%). The reliability and validity of the measurement model were established through Cronbach's alpha, composite reliability, Dijkstra-Hensele's rho, Average Variance Extracted (AVE), and discriminant validity tests. All values exceeded the minimum thresholds, indicating acceptable reliability and validity. The results supported all hypotheses. Perceived values on sustainability, awareness of consequences, ascription of responsibility, social norms, and anticipated guilt were all significantly and positively related to food waste reduction intention (FWI). FWI, in turn, was significantly and positively related to food waste reduction behavior (FWB). Moreover, FWI significantly mediated the relationships between each of the predictor variables (perceived values on sustainability, awareness of consequences, ascription of responsibility, social norms, and anticipated guilt) and FWB. Multi-group analysis showed partial measurement invariance across demographic groups, with only the relationship between frequency of eating out and awareness of consequences showing a significant difference.

The findings confirm the importance of both cognitive and emotional factors in predicting food waste reduction behavior among Chinese households. The significant mediating role of FWI highlights the importance of targeting intentions through interventions aimed at increasing awareness, promoting a sense of responsibility, and leveraging social norms and emotional appeals (such as anticipated guilt). The study's focus on China contributes to the existing literature, which is predominantly focused on developed countries. The results provide valuable insights for developing culturally appropriate interventions to reduce food waste in China and other similar contexts. The study's findings suggest that interventions should incorporate educational campaigns to increase awareness of the environmental and social consequences of food waste.

This study provides empirical support for the Theory of Interpersonal Behavior in explaining food waste reduction intentions and behaviors within the context of Chinese households. It emphasizes the importance of considering cognitive, environmental, social, and emotional factors in designing effective interventions. Future research could explore longitudinal studies to further investigate the causal relationships between the variables and could examine the effectiveness of specific interventions targeting the identified factors. Further research could also explore cultural nuances in other countries.

The study's reliance on self-reported data is a potential limitation. Self-reported data may be subject to biases such as recall bias or social desirability bias. Future studies could incorporate objective measures of food waste to enhance the robustness of the findings. The study's focus on China limits the generalizability of findings to other contexts. Future research should replicate the study in other countries with varying cultural and socioeconomic factors to ascertain the universality of the model.