How the Extended Theory of Planned Behavior Can Be Applied in the Research of the Influencing Factors of Food Waste in Restaurants: Learning from Serbian Urban Centers

Abstract

This study is based on the general notion that restaurants should find more responsible solutions to dispose of the large amount of food that is not consumed. Moreover, the food wasted has great environmental, social and financial impacts, and yet this issue is still insufficiently presented in contemporary studies on food waste management. This paper applied the extended theory of planned behavior as a theoretical framework to elicit consumers’ behavior concerning food waste. A standard paper and pen survey recorded quantitative data provided by 221 respondents. The findings reported the following: (1) personal attitudes toward food waste positively affect an individual’s intention not to waste food; (2) perceived behavioral control positively affects an individual’s intention not to waste food; (3) the intention not to waste food negatively affects self-reported food waste behavior; (4) negative environmental attitudes negatively affect intention not to waste food; (5) hygiene-based food waste negatively affects perceived behavioral control. This study contributes to understanding consumers’ food waste behavior in restaurants and might have practical implications in the hospitality sector.