Trying to reduce household food waste among Vietnamese consumers: an application of the theory of reasoned goal pursuit

Purpose This study applies the theory of reasoned goal pursuit (TRGP) to investigate the factors driving Vietnamese consumers’ motivation and intention to reduce household food waste (HFW). Design/methodology/approach A survey was conducted with 380 consumers, and structural equation modelling was used to test the proposed framework, employing validated scales for measuring goals and beliefs from an elicitation study. Findings The results support the TRGP, showing that attitude, subjective norms and perceived behavioural control (PBC) significantly influence motivation, which in turn positively affects intention. Procurement goals and behavioural beliefs enhance attitude, while approval goals and normative beliefs positively influence subjective norms. Furthermore, procurement goals strengthen the effect of behavioural beliefs on attitude, whereas approval goals reduce the impact of normative beliefs on subjective norms. PBC also strengthens the relationship between motivation and intention. Research limitations/implications Future research should capture diverse socio-demographic profiles and adopt longitudinal or experimental designs to establish causal relationships. Exploring additional constructs, such as various norms, as well as household and individual-level moderators, can provide nuanced insights for more effective interventions to reduce HFW. Practical implications Strategies like personalised shopping tools, collaborative meal planning and financial incentives can promote sustainable food consumption. Policymakers should align interventions with personal goals, address barriers through education and improve resource accessibility to encourage sustainable behaviours. Originality/value This study is the first to apply the TRGP in the food context, providing actionable insights into the unique motivational, social and control-based determinants of HFW reduction.