Intrinsic motivation strongly affects the readiness toward circular food consumption: evidence from the motivation–opportunity–ability model
ISSN: 0007-070X
Article publication date: 30 October 2023
Issue publication date: 8 January 2024
Abstract
Purpose
This study empirically explores the factors that influence consumers’ readiness toward engagement in circular food consumption.
Design/methodology/approach
A conceptual model based on the motivation–opportunity–ability (MOA) framework was developed. In addition to all the classical relationships in this theoretical framework, respondents' age and education were added to the model. An online survey was conducted, resulting in an overall sample of 411 Italian participants. Data were statistically analyzed by using partial least squares structural equation modeling (PLS-SEM).
Findings
The results indicated that motivation, opportunity and ability had positive effects on consumers’ readiness toward engagement in circular food consumption (CFC). Of all the constructs, intrinsic motivation had the most significant impact on consumers’ readiness toward engagement in CFC. The results also showed that sociodemographic traits—particularly age and gender—significantly influenced consumer readiness toward engagement in CFC. Practical and policy implications are proposed based on the study findings.
Originality/value
The study analyzes factors influencing consumers' readiness to engage in CFC. While great attention has been paid toward circular economy (CE) implementation in food consumption, empirical evidences on how to prompt the consumers' readiness toward CFC are still lacking. More specifically, the authors explore for the first time, sociopsychological factors affecting consumers' readiness to reduce, reuse and recycle technical components of food products, using the MOA theory as conceptual model.
Keywords
Acknowledgements
This study was funded by the NextGenerationEU in the framework of the GRINS - Growing Resilient, INclusive and Sustainable project (No: GRINS PE00000018 – CUP E63C22002120006). The views and opinions expressed are solely those of the authors and do not necessarily reflect those of the European Union, nor can the European Union be held responsible for them.
This research received grant from the Project PRIN DRASTIC “Driving the Italian Agri-Food System Into a Circular Economy Model” (cod. 2017JYRZFF), PRIN-MIUR e Call 2017, funded by the Italian Ministry of Education, University and Research (MIUR), Italy. GRINS Foundation, Growing Resilient, Inclusive and Sustainable.
Citation
Raimondo, M., Spina, D., Hamam, M., D'Amico, M. and Caracciolo, F. (2024), "Intrinsic motivation strongly affects the readiness toward circular food consumption: evidence from the motivation–opportunity–ability model", British Food Journal, Vol. 126 No. 2, pp. 715-737. https://doi.org/10.1108/BFJ-09-2022-0800
Publisher
:Emerald Publishing Limited
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