Analyzing the food waste reduction intentions of UK households. A Value-Attitude-Behavior (VAB) theory perspective

Food waste is a complex and pervasive issue associated with growing corporate, political and public concerns. Addressing the issue of food waste is essential to achieve sustainable development. This study utilises the value–attitude–behaviour hierarchy to examine UK household consumers' food waste reduction intentions. The research model hypothesises a positive relationship between consumers' perceived values (hedonic value and sense of community), attitudes (anticipated guilt, social norms and attitude to reduce food waste), and household food waste reduction intentions. We collected data from 513 UK households via a survey questionnaire. The results confirmed that consumers' perceived values positively affect their attitude toward reducing food waste. We also found that attitude to reduce food waste is significantly associated with food waste reduction intentions. Furthermore, the control variables, age and gender, are significantly associated with social norms. However, the results revealed that a sense of community is not significantly associated with an attitude toward reducing food waste. The study findings offer useful insights for academics, marketers, policymakers and governments seeking to mitigate the adverse effects of food waste.