Unpackaging the Determinants of Food Waste Reduction

ABSTRACT Food waste is a significant barrier to sustainable development, negatively impacting the environment, economy and society. Consequently, it is crucial to delve into consumers' sustainable behaviour concerning food waste mitigation. This study applied the Theory of Planned Behaviour to explore the determinants of consumers' behavioural intention towards food waste reduction. Data were collected from 283 Italian consumers between June and October 2023. This study used the partial least square‐structural equation modelling (PLS‐SEM) technique for data analysis. As a result, sustainable labelling and awareness of foodstuffs traceability showed a significant and positive influence on the consumers' propensity to look for sustainable packaging, strengthening the attitude towards purchasing from responsible enterprises. This, in turn, significantly influences the behavioural intention towards food waste reduction. On another note, local food supply did not appear to be a significant predictor of attitude towards purchasing from responsible enterprises. This study offers significant insights for the food industry. Based on the core determinants of food waste reduction, agribusiness managers can move towards more sustainable production and consumption models whilst expanding their market presence by offering foodstuffs aligned with consumers' preferences.