Reducing food waste generation in Thailand through environmental consciousness, green marketing, and purchasing discipline: Mediating role of recycling behavior
Aksorn Sawasdee, Sudarat Rodboonsong, Watcharin Joemsittiprasert
Abstract
Abstract Food wastage has been reached to an alarming level and many social and governmental bodies are scared from the respective numbers. A significant bulk from such food wastage occurs due to non‐recycling of wastage and thus pollution is been generating every day from the same dilemma. This study has tried to see the role of environmental consciousness, green marketing, and purchasing discipline on food wastage generation in mediating the role of recycling behavior. Data have been collected from Thailand where many tourists stay engage in this harmful activity. Responses of 303 respondents have been analyzed on SPSS and AMOS through different statistical tests. Results have indicated that green marketing and purchasing discipline significantly reduces the food waste generation while environmental consciousness did not show significant impact. Recycling behavior significantly mediates between green marketing and food wastage and between purchasing decision and food wastage but not for environmental consciousness. This study has a lot of worthy implications for academia, practice, and society.