Investigating the Determinants of Greek Households Food Waste Prevention Behaviour

Abstract

Food waste prevention is globally an urgent policy priority. Multiple studies have demonstrated that in the developed world, households are the main producers of food waste along the food supply chain, being responsible for about half of the edible food wasted. This study aims to analyse consumers’ food waste behaviour and identify the factors that influence food waste generation in Greek households. A survey of 921 Greek households was conducted using a structured questionnaire based on the explanatory framework of the Theory of Planned Behaviour, which is currently the most widely used cognitive model in environmental psychology. The study investigated the validity of relations between the main model parameters (attitude towards food waste, subjective norms, perceived behavioural control, intention, and self-reported behaviour), in addition to knowledge regarding food waste prevention, general environmental knowledge, planning and shopping habits and demographic characteristics. Results demonstrated that food waste prevention Intention and food provisioning habits are direct determinants of food waste generation Behaviour. Intention was predominantly determined by General Environmental Attitude, followed by Perceived Behavioural Control, Attitude towards Food Waste, and Consequences/Outcomes of waste prevention, while Subjective Norms did not exert a statistically significant influence, indicating that formal and informal environmental education can positively influence food waste prevention behaviour through a combination of experiential actions and instruction. The findings of the study can inform policymaking and support the development of effective campaigns for food waste prevention at the consumption stage.