Students’ Intention to Reduce Food Waste : An approach with an extended version of the Theory of Planned Behavior

Abstract

The aim of this research is to develop the understanding of food waste behavior by analyzing student’s intention to reduce household food waste. The determinants Attitude, Subjective Norm and Perceived Behavioral Control (scope of Theory of Planned Behavior), as well as the Anticipated Emotions were therefore investigated. Data from a sample of 209 students at Uppsala University, Campus Gotland (Sweden) were collected with a web-based survey and used to identify the relevant factors. A multiple linear regression analysis showed that Attitude and Perceived Behavioral Control has a significant positive relation to the students’ Intention to reduce food waste. Subjective Norm and Anticipated Emotions did not reach statistical significance and could therefore not be used to draw conclusions. As a limitation, it must be considered that the focus is purely on the intention and the actual behavior was not part of the research. In addition, a missing universal definition of food waste leaves space for interpretation. What food (parts) is seen as edible depends on individual perception. People have different perceptions of what is edible. The findings of the research are helpful to recommend strategies on how to increase the intention to waste less food. Therefore it contributes to address the global issue of food waste. It outlines the factors that appear to drive the largest change in altering the intention to reduce food wastage