Food-leftover sharing intentions of consumers: An extension of the theory of planned behavior |
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| Institution: | 1. Paari School of Business, SRM University, Amaravati, Andhra Pradesh, India;2. Department of Marketing, Birla Institute of Management Technology, Greater Noida, Uttar Pradesh, India;3. Rajagiri Business School, Cochin, India;4. Department of Management, Jamia Hamdard, New Delhi, India;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. School of Management, Shandong University, Jinan, 250100, China;2. School of Business, Qingdao University of Technology, Tsingtao, 266071, China;1. Department of Advertising and Public Relations, Michigan State University, 404 Wilson Road, East Lansing, MI, 48824, USA;2. Michigan State University, Department of Horticulture, Plant and Soil Sciences, 1066B, East Lansing, MI, 48824, USA;1. AUT Business School, Auckland University of Technology, 120 Mayoral Drive, Auckland Central, 1010, New Zealand;2. Department of Marketing & Tourism Management, National Chiayi University, 580 Shin-Min Road, Chiayi City, 6000, Taiwan;1. Department of Management, University of Turin, C.so Unione Sovietica, 218/bis, 10134, Turin, Italy;2. Business School, University of Bristol, Queens Avenue, Bristol, BS81SD, UK;1. Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Selangor, Kampus Puncak Alam, Malaysia;2. Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Kelantan, Kampus Machang, Malaysia;3. Ted Rogers School of Management, Toronto Metropolitan University, 55 Dundas Street West, Toronto, Ontario, M5G 2C3, Canada |
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| Abstract: | The study is grounded on the premise that the food-leftover sharing practice can simultaneously contribute to resolving the problems of food shortage and food wastage. The primary aim of the study was to identify the factors influencing consumer intentions to share food leftovers. The study was conducted in four stages. First, a comprehensive literature analysis was done to identify the relevant factors and underlying relationships among them. Second, a research instrument was designed, and pretesting was conducted to check the appropriateness of the research instrument with the study context. Third, a pilot study was performed on the 194 respondents to check the dimensionality of the study scales. Four, the final data was collected and analyzed from a sample of 331 (collected through offline and online modes) using structural equation modeling in AMOS 24. The pilot and final study data were collected from New Delhi (An Indian metropolitan city). The study findings suggest that the TPB constructs i.e. subjective norms, attitude, and perceived behavior control influence consumer intentions to share food leftovers. Additionally, religiosity, moral obligation, and environmental concern were observed to be the predictors of attitude toward the practice of food-leftover sharing. This study offers food leftover sharing as a solution to food waste generation and hence, aligned with the sustainable development goals (SDG -12) i.e., responsible consumption and production. |
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| Keywords: | Food waste Food-leftover sharing intentions TPB model Religiosity Moral obligations |
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