Intention versus behaviour: integration of theories to help curb food waste among young Spanish consumers
Elena Fraj Andrés, Carolina Herrando, Laura Lucia‐Palacios, Raúl Pérez‐López
Abstract
Purpose This study aims to find the most relevant variables for understanding the gap between intention and behaviour in relation to food waste reduction among young consumers, providing a theoretical framework that reveals what theories can explain this gap. Design/methodology/approach A qualitative analysis based on two focus groups with participants aged 18–35 was developed to examine young consumers' intention–behaviour gap. Findings The results suggest that a combination of variables from different theories (the theory of planned behaviour, social practice theory and value-belief-norm theory) can better explain the gap, and that other variables such as emotions, price consciousness and situational factors should also be taken into consideration. The authors also find that although some situational variables tend to reduce the gap, some specific situations do the opposite. Originality/value The results offer a conceptual model that combines variables from diverse theoretical streams with the aim of understanding food waste among young consumers holistically, and identify new variables that had not been considered by previous research.