Survey of young consumer’s attitudes using food sharing attitudes and behaviors model

Abstract

PurposeGiven the importance of food wastes in households, the purpose was to identify the attitudes of young consumers towards the food sharing (FS) phenomenon in its cognitive, emotional and behavioral dimensions and to verify the reliability of the FAB (food sharing attitudes and behaviors) model, used as a research tool.Design/methodology/approachThe study was conducted in 2021 using the computer assisted web interview (CAWI) method. The FAB model was based on the ABC (affect, behavior and cognition) model of attitudes, which includes three components: affect, behavior and cognition. Questions on the phenomenon of FS were scaled on a 5-point Likert scale. A total of 469 correctly completed forms were obtained. To assess the reliability of the FAB model the Cronbach’s alpha was used. In the statistical analysis SPSS Statistics 27 was used.FindingsYoung consumers have a positive attitude towards the idea of FS and the initiative of FS points. Gender is a significant factor in FS attitudes. The FAB model has proven to be a reliable tool for exploring consumer attitudes towards FS. A set of activities was proposed to promote the idea of FS on university campuses and among other potential stakeholders.Originality/valueTo contribute to the body of knowledge on FS, the authors proposed the FAB model. The results of this study are relevant for reducing food wastes; they promote sustainable food consumption and the European Green Deal (EGD).