The Effect of Individuals’ Attitudes Towards Food Waste on Their Intention Not to Waste: The Mediating Role of Moral Norm
Abstract
This study examined the effect of individuals' attitudes towards food waste on intention not to waste and the mediating role of moral norms in this relationship. The study, which was created within the framework of the Theory of Planned Behavior (TPB), addressed the main factors shaping individuals' intentions not to waste food. In the data collection process, an online survey form was used to reach participants and the survey was delivered to the participants via digital means. A total of 423 valid surveys were used in the analyses. According to the results obtained, attitudes towards food waste do not affect intention not to waste food, while subjective norms and perceived behavioral control affect intention not to waste food. In addition, attitude, subjective norms and perceived behavioral control affect moral norm, and moral norm affects intention not to waste food. However, according to the indirect effect analysis results, moral norm has a mediating effect on the effect of attitude, subjective norms and perceived behavioral control on intention not to waste food. In this context, awards can be given to individuals or businesses that demonstrate good practices in order to strengthen moral norms (for example, certificates for restaurants that reduce waste). Awareness programs can be created for different segments of society (students, housewives, restaurant workers, etc.) that emphasize the moral dimensions of food waste.
Keywords
Food Waste , Attitude , Moral Norms , Theory of Planned Behavior (TPB)
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