The Effect of Individuals’ Attitudes Towards Food Waste on Their Intention Not to Waste: The Mediating Role of Moral Norm

Year 2024, Volume: 21 Issue: 6, 490 - 504

Bekir Özkan , Beytiye Koçoğlu , Fatih Koç

https://doi.org/10.26466/opusjsr.1579462

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)

Bireylerin Gıda İsrafına Yönelik Tutumlarının İsraf Etmeme Niyetine Etkisi: Ahlaki Normun Aracı Rolü

Abstract

Bu çalışmada, bireylerin gıda israfına yönelik tutumlarının israf etmeme niyetine etkisi ve bu ilişkide ahlaki normların aracı rolü incelenmiştir. Planlı Davranış Teorisi (TPB) çerçevesinde oluşturulan çalışmada, bireylerin gıdaları israf etmeme niyetlerini şekillendiren ana faktörler ele alınmıştır. Veri toplama sürecinde, katılımcılara ulaşmak için online anket formu kullanılmış ve anket dijital yollarla katılımcılara iletilmiştir. Analizlerde toplam 423 geçerli anket kullanılmıştır. Elde edilen sonuçlara göre, gıda israfına yönelik tutumlar gıda israf etmeme niyetini etkilemezken, sübjektif normlar ve algılanan davranışsal kontrol gıda israf etmeme niyetini etkilemektedir. Ayrıca, tutum, sübjektif normlar ve algılanan davranışsal kontrol ahlaki normu etkilemekte ve ahlaki norm da gıda israf etmeme niyetini etkilemektedir. Bununla birlikte, dolaylı etki analizi sonuçlarına göre, ahlaki norm; tutum, sübjektif normlar ve algılanan davranışsal kontrolün gıda israf etmeme niyetine etkisinde aracı etkiye sahiptir. Bu doğrultuda, ahlaki normu kuvvetlendirme adına iyi uygulamalar sergileyen bireylere veya işletmelere ödüller verilebilir (örneğin, israfı azaltan restoranlara sertifika). Toplumun farklı kesimlerine (öğrenciler, ev hanımları, restoran çalışanları vb.) yönelik, yiyecek israfının ahlaki boyutlarını vurgulayan bilinçlendirme programları oluşturulabilir.

Keywords

Gıda İsrafı, Tutum, Ahlaki Normlar, Planlı Davranış Teorisi (PDT)

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