Understanding drivers of food waste reduction behavior in online food ordering

Purpose Approximately 35% of food is wasted during the consumption stage, with online food ordering emerging as a major contributor to global food waste. This study investigates the psychological and behavioral factors influencing food waste behavior in the context of online food ordering services (OFOS) in China and provides actionable policy recommendations to mitigate such waste. Design/methodology/approach Drawing on survey data from 466 university students in Beijing, this study extends the theory of planned behavior (TPB) by incorporating food taste and food choice motives, including familiarity, price consciousness and weight control. Structural equation modeling (SEM) is used to examine the determinants of food waste reduction intention and to analyze the impact pathways between variables. Findings The results show that subjective norms, perceived behavioral control, familiarity and taste positively influence the intention to reduce food waste in online ordering. Notably, perceived behavioral control is the strongest predictor. However, attitude, weight control and price consciousness do not significantly affect behavioral intention in this context. Furthermore, the intention to reduce food waste is negatively associated with actual food waste. Originality/value This study contributes to the literature by adapting and extending TPB to the online food ordering context. It highlights the distinct behavioral mechanisms of young consumers in OFOS scenarios and provides theoretical and practical insights into food waste reduction strategies tailored to digital food environments.