Consumer food waste reduction behaviors among Generation Z in Pakistan

Food waste is a problem of sustainability affecting food security, households' livelihoods and the environment. This study explores the food waste management of Generation Z in Pakistan and aims to identify the role of food safety knowledge, Environmental knowledge in shaping attitude towards food waste reduction and the role of attitude and perceived behavioral control in shaping intention in food waste reduction. It then assesses intention can predict three behaviors: reduce, re-use, and recycle food waste. The design of the study is quantitative, cross-sectional survey guided by an extended theory of planned behavior. A structured questionnaire with convenience sampling techniques was used to gather data from 633 respondents of the Generation Z and analyzed by partial least squares structural equation modelling (PLS-SEM). The results have shown that there is a positive relation between food safety knowledge, environmental knowledge and attitude towards food waste reduction. Further, attitude towards food waste reduction and perceived behavioral control have positive relation with intention to reduce food waste. Finally, intention to reduce food waste positively influence reduction, reuse, and recycling of food. The study extends study of food waste by including two antecedents of attitude (food safety and environmental knowledge) within one model and three consumer 3R outcomes in Pakistan. The results have implications for consumer education, food safety communication, environmental campaigns and interventions which can assist young consumers avoid unnecessary waste and manage unavoidable food residues in a responsible way.