Young Consumers’ Food Waste Reduction Behaviour in a Developing Nation: Extending the Theory of Planned Behaviour

Abstract

This study aims to examine the formation of young consumers’ food waste reduction behaviour in a developing nation. The extended theory of planned behaviour model is used as a theoretical framework to establish the hypothesized relationships between the constructs in the given context. Data were collected from young consumers of India through a questionnaire-based survey. Covariance-based structural equation modelling was used to test the proposed hypotheses. The findings of the study indicate the usefulness of extended theory of planned behaviour in predicting food waste reduction behaviour among young consumers in a developing country like India. The findings’ implications will help formulate and implant public policies for reducing food waste at the household level in developing countries to ensure food security and achieve sustainable development goals.