What factors influence consumers’ intention and food waste reduction perceptions in Indian restaurants?
Mehraj Din Wani, Zubair Ahmad Dada, Shamim Ahmad Shah
Abstract
Purpose Food waste persists as a critical subject within global academic debates, with consumption identified as the primary stage of loss across both affluent and developing nations. Anchored in the adapted theory of planned behavior, this study examines the multifaceted determinants shaping consumer tendencies to reduce food waste while also exploring the nuanced roles of religious adherence and culinary preferences in influencing both consumer intentions and perceptions toward waste reduction. By dissecting these dynamics, the research endeavors to unravel the complex interplay of psychological, cultural and contextual factors, thereby enriching theoretical discourse and presenting actionable insights for systemic change. Design/methodology/approach Data from 476 participants were acquired through an online survey to rigorously interrogate the proposed model. Confirmatory factor analysis (CFA) ensured construct validity, while structural equation modeling (SEM), utilizing SPSS and AMOS, disentangled the intricate interdependencies among latent constructs within the hypothesized framework. Findings The analysis reveals that consumer attitudes (β = 0.37) serve as the most salient predictor of their intention to curb food waste, with subjective norms (β = 0.23) demonstrating a comparatively modest effect. Concerning perceptual influences, environmental concern (β = 0.24) significantly shapes consumers’ perceptions toward waste reduction, while food taste (β = 0.15) exhibits the weakest influence in guiding such perceptions. Originality/value This study presents groundbreaking insights into tackling food waste at the consumption stage, particularly in restaurant settings. By strategically targeting the underlying drivers of food waste through well-crafted awareness programs, it lays the foundation for transformative changes in consumption behaviors, advancing sustainability and significantly reducing environmental footprints.