Explaining Factors Influencing Food Waste Behaviors: Application of Planning Behaviors Theory

This study aimed to examine social-psychological factors of FWB among consumers in Mazandaran province, Iran. The theory of planned behavior is theoretical framework of this study. Based on a survey involving 418 samples of consumers, the impacts of attitudes, perceived behavioral control, and contextual factors on FWB were investigated. The results of this study showed that intention did not affect FWB directly; environmental beliefs (15%) and attitudes toward the behavior of reducing food waste (-22%) affect FWB through intention. Shopping habits (12%) and situational factors (26%) influence FWB directly. Subjective norms (-15%) influenced FWB. Based on the findings, FWB varied by sex, age, and income. Strengthening perceived behavioral control and religious teachings in the family, promoting organic packaging, and communicating the impact of food waste marketing can help reduce its disposal.