Efforts are made but food wastage is still going on: a study of motivation factors for food waste reduction among household consumers

Abstract

PurposeThe goal of this research is to find the components that can inspire people to reduce food waste at household consumer level. The components were created by combining the theory of planned behaviour (TPB), theory of interpersonal behaviour (TIB) and motivation opportunity ability (MOA) model.Design/methodology/approachThe study is based on the content analysis, which identifies the motivating factors for food waste reduction at the consumer household level. A total of 12 motivating factors are identified across extensive literature reviews along with opinions of experts. Then, the recognized motivating factors are analysed for causal interrelationship using the Decision-Making Trial and Evaluation Laboratory (DEMATEL) approach. Data were collected from 95 experts, selected using purposive sampling, through a questionnaire survey.FindingsA total of 95 household experts expressed their views on food waste reduction motivation factors, and a decision matrix has been developed based on that. Then, opinions are analysed using the DEMATEL approach, and it was found that “perceived behavioural control (PBC)” is the most influential motivating factor for food reduction at the household consumer level. Results also showed that “knowledge and skills about proper food management at home” are the least affected factor among the others.Practical implicationsMinimizing food wastes at the consumer and household level can provide the benefits to both people and environment in multiple ways. The problem of food waste necessitates a multifaceted response, and this study aims to address consumers' motivation and capabilities to lessen food waste behaviour. Since the benefits of minimizing food wastes have often remained untapped and neglected, educational efforts should be used by policymakers to enhance household awareness of food waste.Social implicationsThe present study contributes to the inadequate research on household food waste in India and is expected to facilitate sustainable consumption.Originality/valueFood waste management is particularly difficult for developing countries, like India, which have little resources and are environmentally vulnerable. Not only is there a dearth of study on household food waste, but most of the research has been conducted in developed economies. Also, a novel applied method has been utilized in this study.