Big Five personality traits and food waste reduction behaviors: the mediating roles of environmental concern and knowledge

Purpose This study examines the influencing mechanism of Big Five personality traits on food reduct, reuse and recycle behaviors (3R) of young consumers through the mediating role of environmental concern and knowledge. Design/methodology/approach Data collected from a survey of 727 Generation Z consumers in Vietnam were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The results of the study confirm the influence of Big Five personality traits on environmental concern and knowledge, and environmental concern and knowledge also have a positive impact on 3R. The mediating roles of environmental concern and knowledge are confirmed by the data of the research model. Based on the research results, the author makes some implications for managers in promoting food waste reduction behaviors of Generation Z. Research limitations/implications The direct relationship between the Big Five personality traits and food waste reduction behaviors was not confirmed in the research model. Practical implications Managers need to develop appropriate training and guidance at schools, at work and at home; need to promote through vivid media channels that Generation Z consumers often use, such as Facebook, Instagram, Tiktok…; and need to provide specific instructions on how to reduce, how to reuse and how to recycle. Originality/value First, it is the first study to examine the relationship between the Big Five personality traits and food waste reduction behaviors. Second, this is one of the few studies that examined the impact of the Big Five personality traits on environmental concern and environmental knowledge. Third, this is one of the first studies to comprehensively consider food waste reduction behaviors, especially in Generation Z.