Value-Attitude-Behaviour Theory Perspective on Plate Waste Reduction Behavior-An Empirical study

ABSTRACT Food waste has turned out to be a global concern with its various forms, creating a substantial impact on every pillar of sustainable development practices. Food waste has many contributors, such as various industries, their operations, waste-generating consumptions, etc. Educational institutions, especially universities, could also be considered significant epicentres of food waste. With the help of the Value-attitude-behaviour hierarchy, we examined the reasons behind university students’ food waste reduction behaviour. We hypothesize that students’ perceived value towards food waste leads to their food waste reduction behaviour. Additionally, we also examined whether gender and food habits can create any additional impact on this relationship. The results confirmed a statistically significant link between perceived value of food waste and waste reduction behavior among students. However, gender and food habits do not have any impact on this relationship. We also found that social norms on food waste do not have any impact on students’ behaviour. Students’ upbringing and their awareness of minimizing food waste can elevate in fulfilling various sustainable consumption parameters under UN norms of SDG goals