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Restaurant food waste among Chinese consumers in a group context: an extended value-attitude-behaviour (VAB) hierarchy with information publicity

Fei Long (Business School, Guangdong Ocean University – Yangjiang Campus, Yangjiang, China)
Can-Seng Ooi (School of Social Sciences, University of Tasmania, Hobart, Australia)
Ting Gui (School of Foreign Languages, Liaoning University of Traditional Chinese Medicine, Shenyang, China)
Abdul Hafaz Ngah (School of Maritime Business and Management, Universiti Malaysia Pahang, Kuantan, Malaysia)

British Food Journal

ISSN: 0007-070X

Article publication date: 17 November 2023

Issue publication date: 8 January 2024

358

Abstract

Purpose

The objective of this study is to examine Chinese consumers' behavioural intentions to reduce restaurant food wastage (i.e. intentions to order moderate meal size, and to pack leftovers) in a group context from both psychological and cultural perspectives.

Design/methodology/approach

This paper used an online self-administered survey for data collection. The measurements were either adopted or adapted from prior studies on pro-environmental behaviours. Using data from 311 Chinese consumers, the authors analysed restaurant food wastage in China by utilising PLS-SEM.

Findings

By applying an extended value-attitude-behaviour (VAB) hierarchy with information publicity, it is found that materialism, frugality consciousness, information publicity and environmental concern are important factors in influencing individuals' behavioural intentions to reduce food waste in a group dining-out context.

Originality/value

Drawing upon perspectives of Chinese consumers, this paper outlines key promoters and barriers to food waste mitigation, and provides meaningful insights to policymakers, NGOs, industry stakeholders and even consumers on how to effectively overcome the food waste challenge at the consumption stage in the context of Chinese culture.

Keywords

Citation

Long, F., Ooi, C.-S., Gui, T. and Ngah, A.H. (2024), "Restaurant food waste among Chinese consumers in a group context: an extended value-attitude-behaviour (VAB) hierarchy with information publicity", British Food Journal, Vol. 126 No. 2, pp. 795-811. https://doi.org/10.1108/BFJ-02-2023-0109

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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