How to Reduce Food-Wasting Behavior: an Effort to Control Climate Change Using Behavioral Models Approach

Objective: Food wastage predominantly transpires at the consumer level within the food supply chain, leading to food-wasting behavior, where edible food is ultimately disposed of as refuse. This phenomenon of food-discarding behavior is also observed in developing nations, including Indonesia. This study aims to compare three behavioral models in mitigating food-discarding behavior, namely the theory of planned behavior, the norm activation model, and the value-belief-norm theory. Theoretical Framework: This study involves 9 behavioral constructs from the theory of planned behavior, the Norm Activation Model, and the Value-Belief-Norm theory to mitigate food-wasting behavior. Method: The research participants were drawn from Makassar City, Indonesia, comprising a total of 1715 respondents, with data collected using a Likert-scale behavioral assessment. Subsequent analysis was conducted employing PLS-SEM. Results and Discussion: This study's key findings are as follows: First, the hypotheses regarding the applicability of the Theory of Planned Behavior, Norm Activation Model, and Value-Belief-Norm theory as behavioral frameworks for mitigating food waste were supported. Second, in the TPB model, perceived behavioral control had a more direct impact on reducing food waste than behavioral intention, while attitude had the strongest influence on intention. Intention also mediated the relationship between attitude and food waste behavior. Third, in the NAM, ascription of responsibility had the greatest direct effect on personal norms, and personal norms mediated the impacts of all predictors, with the strongest mediation occurring between ascription of responsibility and decreased food waste. Fourth, the VBN model demonstrated that ascription of responsibility had the highest direct influence on personal norms, and values and could reduce food waste through the mediation of other constructs in the model. Research Implications: to effectively mitigate food-wasting behavior among individuals, intervention programs must be implemented to enhance attitudes, social norms, perceived behavioral control, awareness of consequences, the ascription of responsibility, subjective norms, and values. Originality/Value: The results of this study have shown direct comparative results between TPB, NAM, and VBN, and the uniqueness of each behavioral model in reducing food-wasting behavior, especially in developing countries.