Determinants of consumers' food management behavior: Applying and extending the theory of planned behavior. 2019

Fatemeh Soorani, and Mostafa Ahmadvand
Department of Rural Development Management, Faculty of Agriculture, Yasouj University, Yasouj, Iran.

Approximately one quarter of the food supplied in the world is wasted across the food supply chain. Almost half of this amount is related to household food waste, which results from mis-management of consumption. Therefore, the purpose of this study was to investigate the consumer food management behavior in order to reduce food waste. Survey data were gathered among 405 Iranian respondents who were responsible for food preparation in their households and were aged from 15 to 64 years old, by using an extended theory of planned behavior (TPB). In addition to measuring the constructs of planned behavior theory, the feeling of guilt construct was incorporated to the model. The extended model was derived and examined through structural equation modeling (SEM). Results showed the usefulness of using the extended model of planned behavior in predicting intention to reduce food waste and food consumption management. Moreover, attitude, perceived behavioral control, feeling of guilt, subjective norm and intention of not wasting food were the drivers of managing food consumption and avoiding food waste. Besides, results showed that intention to reduce household food waste is predictable by attitude, subjective norm and feelings of guilt constructs. At the end, implications of the study for changing consumers' food management behavior are discussed.

UI MeSH Term Description Entries
D007492 Iran A country bordering the Gulf of Oman, the Persian Gulf, and the Caspian Sea, between Iraq and Pakistan. The capital is Tehran. Islamic Republic of Iran
D011582 Psychological Theory Principles applied to the analysis and explanation of psychological or behavioral phenomena. Social Cognitive Theory,Psychologic Theory,Psychological Theories,Theories, Psychological,Theory, Psychological,Cognitive Theories, Social,Cognitive Theory, Social,Psychologic Theories,Social Cognitive Theories,Theories, Psychologic,Theories, Social Cognitive,Theory, Psychologic,Theory, Social Cognitive
D011795 Surveys and Questionnaires Collections of data obtained from voluntary subjects. The information usually takes the form of answers to questions, or suggestions. Community Survey,Nonrespondent,Questionnaire,Questionnaires,Respondent,Survey,Survey Method,Survey Methods,Surveys,Baseline Survey,Community Surveys,Methodology, Survey,Nonrespondents,Questionnaire Design,Randomized Response Technique,Repeated Rounds of Survey,Respondents,Survey Methodology,Baseline Surveys,Design, Questionnaire,Designs, Questionnaire,Methods, Survey,Questionnaire Designs,Questionnaires and Surveys,Randomized Response Techniques,Response Technique, Randomized,Response Techniques, Randomized,Survey, Baseline,Survey, Community,Surveys, Baseline,Surveys, Community,Techniques, Randomized Response
D003258 Consumer Behavior Behavior associated with the procurement of goods, services, or experiences. Consumer Preference,Consumer Satisfaction,Behavior, Consumer,Behaviors, Consumer,Consumer Behaviors,Consumer Preferences,Preference, Consumer,Preferences, Consumer,Satisfaction, Consumer
D005502 Food Substances taken in by the body to provide nourishment. Foods
D001290 Attitude An enduring, learned predisposition to behave in a consistent way toward a given class of objects, or a persistent mental and/or neural state of readiness to react to a certain class of objects, not as they are but as they are conceived to be. Sentiment,Attitudes,Opinions,Opinion,Sentiments
D033182 Intention What a person has in mind to do or bring about. Intentions

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