The Role of Values and Attitude in Food Waste Reduction: Exploring Ideal Sustainable Business Strategies

ABSTRACT Food waste concerns are growing globally. Previous studies identified several strategies to reduce food waste. However, how individuals' values guide them towards food waste has not been adequately explored. This study examines the role of individual values and attitudinal mechanisms on food waste reduction behaviors. We adopt the value–attitude–behavior (VAB) theory as a theoretical underpinning to conceptualize a research model. Specifically, the study utilized altruistic and biospheric values as value dimensions, anticipated guilt and personal responsibility as attitudinal mechanisms, willingness to pay for food waste recycling, and food waste segregation as the outcome behavioral constructs. A survey approach is used to collect data from US household consumers. Findings indicate that altruistic values evoke anticipated guilt and personal responsibility, whereas biospheric values shape anticipated guilt. The anticipated guilt and personal responsibility determine consumers' willingness to pay for food waste recycling and segregation of food waste. Additionally, mediating roles of anticipated guilt and personal responsibility were also confirmed. Furthermore, the moderating role of long‐term orientation as a critical contingency that affects VAB linkages has been empirically substantiated. The study's findings contribute to the literature on food waste and provide empirical justification for how values shape attitudes that determine food waste reduction behaviors. Policymakers should design instruments to foster food waste reduction behaviors based on the effectuality of values and attitudes unraveled by this research.