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The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.

The study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.

The majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.

Examining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.

The purpose of this study to examine the factors that encourage/inhibit Muslim behavior in buying halal-certified food (HCF), based on two theories, the knowledge-attitude-behavior model and the attitude-behavior-context model; and study the impact of trust and perceived risk on Muslim behavior in buying HCF, and their role in moderating the relationship between halal awareness and religious commitment with Muslim behavior in buying HCF.

The research population target is Muslims aged 18 years or older who reside in Greater Jakarta and have purchased certified halal food at least once in the past month. The survey method is a self-administered survey using a purposive sampling technique. The online survey has been successful in getting 283 Muslim respondents. In analyzing the causal relationship and hypothesis testing, this research uses the partial least square – structural equation model.

This study reveals several results: attitude, halal awareness, religious commitment, trust and perceived risk have a significant influence on the frequency of Muslims buying HCF. Attitude mediates the impact of halal awareness, religious commitment and trust on the frequency of Muslims buying HCF; perceived risk and trust moderate the relationship between religious commitment and the frequency of Muslims buying HCF.

Research on halal food is still limited, including in Indonesia. Meanwhile, the study explores the actual behavior of consumers, particularly in a certified halal food context, which is still rare in the existing literature. At the same time, the intention-behavior gap can lead to wrong decisions. Furthermore, this study also studies how Muslims feel when they consume foods that are not certified as halal. Research like this has an immense opportunity to be developed because not many have been developed.

This paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This research introduced household norms as an important factor that reflected the influence of household activities and family pressure on individuals to perform organic food purchase behaviors. The role of trust in organic food as a direct and a moderating factor was examined in the proposed framework as well.

The study proposed a model with 10 hypotheses from the literature review. The hypotheses were tested using data collected from 407 organic food customers in Hanoi, Vietnam. The partial least squares structural equation modeling (PLS-SEM) approach was used for analysis.

The results indicated that household norms played an important role influencing purchase intention and behavior. This research also showed that trust in organic food directly affected purchase intention and played a moderating role on the attitude towards organic food and purchase intention relationship. However, trust in organic food did not show moderating effects on other relationships in the model.

More context-specific reasons may be incorporated into the research model to better explain consumer purchase behaviors.

The role of household norms and its impact under TPB has not been investigated for organic food purchase behaviors, particularly in emerging markets.

Higher education institutions (HEIs) play a pivotal role in fostering economic development by cultivating skilled workforce and generating knowledge and innovation. However, HEIs may pose a potential risk to sustainable economic development due to the generation of food waste inside their campus canteens. Therefore, this study aims to examine the influence of attitude, subjective norm (SN), perceived behavior control (PBC), religiosity and pro-social behavior among State Islamic Religious College (SIRC) students on their intention to avoid food waste behavior. This study also focused on the mediating role of the three original theory of planned behavior (TPB) variables and pro-social behavior in the relationship between religiosity and the intention to reduce food waste.

Questionnaires were used to collect data from 443 students at SIRC. The collected data were processed and analyzed using structural equation modelling to test direct, indirect and mediating effects.

The empirical results indicated that the eagerness of students at SIRC to reduce their behavior of leaving food behind can be driven by their negative attitudes or views toward food waste, the practice of religious teachings in their lives, the belief that they can avoid food waste and their concern for the environment. The empirical results reveal that even though religiosity influences SN, it is unable to strengthen the relationship between religiosity and the desire to be anti-food waste.

In addition to contributing to the food waste literature in the context of eating behavior, the results of this study have theoretical and practical implications.

To assess SIRC students’ behavioral intentions to avoid food waste behavior, this study used a contemporary setting to measure attitude, SN, PBC, religiosity and pro-social behavior, so strengthening the TPB’s empirical underpinning.

The study aimed to investigate the relationship between the intention to avoid food waste (IAFW) and the use of food-sharing technologies, such as internet platforms and mobile applications. The study utilized a model based on the theory of planned behavior (TPB) as an extension of the unified theory of acceptance and use of technology (UTAUT2).

An online platform tool (Prolific), and online self-report questionnaires were used to gather empirical data on 309 individuals. These data were then analyzed using two-step structural equation modeling.

The model explained 76% of the variance in user adoption of food-sharing mobile applications and internet platforms, supporting seven out of the nine tested hypotheses. Effort expectancy, social influence and IAFW were found to be the significant determinants of the behavioural intention to use food-sharing mobile applications and internet platforms (BITA). IAFW partially mediated the relationship between perceived behavior control and BITA. Age played a moderator role between the adoption of food-sharing mobile applications and internet platforms. However, IAFW did not play a mediating role between environmental concerns and BITA. The facilitating condition construct had an insignificant impact on BITA.

The current study was affected by some limitations. First, the data may not be considered as statistically representative because they were gathered online. However, the varied sociodemographic backgrounds of the respondents would boost the reliability of the findings. However, it would be prudent to use caution when extrapolating these findings to other contexts and cultures. Second, environmental concerns and perceived behavior control related to the avoidance of food waste behavior, as well as other factors that affect technology acceptance, may alter with time. Data from cross-sections may cause difficulties in following such changes. Thus, we recommend that longitudinal research studies aimed at building on our findings should be conducted. A qualitative study may help gain deeper insights into the relationship between IAFW related behavior and the adoption of various technologies to share leftover food, thereby revealing further details regarding different perspectives held by various respondents.

The positive relationship between environmental concerns and IAFW underlines the significance of investing in this area to raise social awareness and public concern for environmental safety. Additional initiatives aimed at increasing public concern regarding environmental issues may increase the overall IAFW. Instead of concentrating on a single source pertaining to the avoidance of food waste, the government and policy regulations should focus on regulating and eliminating waste from all sources that generate waste. The adoption of technology to share leftover meals may be influenced by social factors. Increased advertising for food-sharing mobile apps and online platforms may persuade more users to join. Additionally, building additional platforms and mobile apps in these fields with friendlier interactions may improve the cyber environment, making it easier for people to use them. By providing information, tools and assistance to promote the reduction of food wastage, policymakers may create interventions that enhance public perception and behavior toward the reduction of food waste. In conclusion, the findings of our study indicated that the social impact and ease of use are important factors in determining the adoption of food-sharing technology. Cooperation with social influencers, policymakers and developers may lead to the development of user-friendly technology that may improve accessibility to food-sharing technology.

In order to encourage the adoption of food-sharing technology among various age groups, policymakers may create initiatives that take the specific requirements and traits of each group into consideration. Policymakers and governments may also create legislation and regulations that are tailored to guarantee food safety and health security for users of food-sharing technology, such as instructions for handling and storing food as well as safeguards against food fraud and contamination.

This study addressed practical issues related to managing and reducing household food wastage through social sharing via mobile applications and internet platforms. The proposed model, which integrated TPB with UTAUT2 in the context of food wastage and technology acceptance, contributes to the current body of knowledge.

The purpose of this study is to examine the determinants impacting consumer behaviour in organic food consumption in Bangladesh. This study aims to identify the key factors facilitating organic food consumption and establish a framework by analysing their contextual relationships.

The study used interpretive structural modelling (ISM), relying on expert perspectives from experienced academicians and marketing professionals. A Matrice d'Impacts Croisés Multiplication Appliqués à un Classement (MICMAC) analysis was performed to assess the driving forces and interdependencies among these determinants.

The MICMAC analysis grouped determinants influencing organic food purchases into four categories. The dependent factors, like attitude and food safety, showed moderate driving forces and high dependence. Linkage determinants, such as environmental concern and price, exerted considerable influence with moderate dependence. Independent variables, especially knowledge about organic food, had a strong impact with relatively low dependence.

This study’s insights offer valuable guidance for managers in the organic food industry, providing strategies to address consumer behaviour. Prioritising education on environmental benefits, transparent pricing, collaborating on policies, ensuring food safety and understanding determinants impacting purchase intent can aid in designing effective marketing strategies and product offerings aligned with consumer needs, ultimately promoting sustainability.

To the best of the authors’ knowledge, this study is the first to investigate the interconnections and relative significance of determinants influencing organic food purchases, using the ISM approach and MICMAC analysis. It delves into the previously unexplored territory of understanding the relationships and hierarchical significance of these determinants in shaping consumer behaviour towards organic food purchases.

Although there is a rising demand for organic food restaurants (OFRs), limited studies have attempted at understanding the drivers of customers' intention to visit OFRs. There is also a need to examine customers' choice behaviour in the context of OFRs.

This study has assessed the effect of consumption values (functional, emotional, epistemic, conditional, quality and social) on the intention to visit OFRs by utilizing 1863 online customer reviews about different Indian OFRs (Study 1) and 205 survey-based responses of Indian customers (Study 2).

Findings show an overall positive sentiment towards OFRs. Results of Study 1 and Study 2 reveal that functional, quality, social and emotional values have a significant impact on customers' OFR visit intention. Interestingly, Study 2 found that epistemic values have an insignificant impact on customers' visit intention.

Study findings suggest that the OFR management need to provide a better ambience, and good quality organic food in OFRs. Additionally, managers of OFRs can train their staff to be well mannered, cooperative and sincere.

The study on OFRs is still in its nascent stage. The findings of this study will thus provide academicians and policy makers an idea of the consumption values that affect customers' intention to visit OFRs.

It is globally recognized that food waste has significant economic, social and environmental impacts. This study endeavors to identify the individuals' underlying factors that affect food waste behavior in a social context in Egypt.

Due to the scarcity of research illustrating food waste in a social context, a qualitative research paradigm is employed. In-depth semi-structured interviews are conducted with 18 Egyptian households to report their experiences, thoughts and feelings while eating in a social context.

Based on thematic analysis using grounded theory procedures, eight main elements affecting creation and reduction of food waste in social contexts are identified. Additionally, the authors investigate the role of emotions in social dining contexts. A key finding is that food waste in social events is inevitable and is the acceptable norm in the Egyptian culture. Thus, the first step to reduce food waste is paying more attention to change culture. Persuading people with the negative consequences of food waste issue on behalf of their cultural values will be more challenging and may require more innovative approaches.

Although food waste issue is one of the contemporary issues in the world, very little is known about how social food consumption leads to food waste behavior. This study employs social influence theory and the collectivistic culture orientation to investigate the unanswered question of why food gets wasted in social meal context.

The existing literature has examined the determinants of post-purchase behavioral intentions. However, less attention has been devoted to the factors that contribute to perceived usefulness of fast-food restaurants attributes. The current study considers the servicescapes and social servicescapes of restaurants as well as their relationship with customers' perceived usefulness, with the moderating role of customer experience. It also explores how perceived usefulness influences choice process satisfaction and subsequent behavioral responses, including revisit intention and negative word-of-mouth.

Data from 485 fast-food restaurant consumers in Pakistan were collected using purposive sampling. The data were analyzed using both structural equation modeling (SEM) through AMOS 24.0 and the PROCESS macro in IBM SPSS 27.0.

The research revealed that perceived usefulness in fast-food restaurant industry is positively influenced by servicescapes and social servicescapes. Similarly, choice process satisfaction is primarily caused by perceived usefulness and affects behavioral responses. It also found that choice process satisfaction is positively associated with revisit intentions and negative word-of-mouth. Customer experience significantly moderates the relationship between ambient condition, facility aesthetic, layout, perceived similarity and perceived usefulness. However, customer experience insignificant moderates the relationships of physical appearance and suitable behavior with perceived usefulness.

The findings provide insightful information for both academic and managerial fields, contributing to the literature on consumer psychology, consumer behavior, servicescapes and the stimulus-organism-response theory. The study also assists restauranteurs in the fast-food restaurant industry in overcoming the challenges posed by a highly competitive environment and developing strategies based on consumer perceptions.

This study, conducted in Pakistan, took a pioneer step in testing and confirming a novel perceived usefulness model that incorporates not only servicescapes but also social servicescapes in consumer behavior. It enhances the knowledge of consumer visit intentions by quantifying the significance of perceived usefulness developed by different servicescapes.

This paper aims to examine the impact of the COVID-19 pandemic on the private label food products, specifically assessing the stability and changes in factors influencing purchasing decisions, and comparing pre-pandemic and post-pandemic datasets.

The study employs the Extra Tree Classifier method, a robust quantitative approach, to analyse data collected from questionnaires distributed among two distinct consumer samples. This methodological choice is explicitly adopted to provide a clear classification of factors influencing consumer preferences for private label products, surpassing conventional qualitative methods.

Despite the profound disruptions caused by the COVID-19 pandemic, this research underscores the persistent hierarchy of factors shaping consumer choices in the private label food market, showing an overall stability in consumer behaviour. At the same time, the analysis of individual variables highlights the positive increase in those related to product quality, health, taste, and communication.

The use of online surveys for data collection may introduce a self-selection bias, and the non-probabilistic sampling method could limit the generalizability of the results.

Practical implications suggest that managers in the private label industry should prioritize enhancing quality control, ensuring effective communication, and dynamically adapting strategies to meet evolving consumer preferences, with a particular emphasis on quality and health attributes.

This study contributes to the existing body of literature by providing insights into the profound transformations induced by the COVID-19 pandemic on consumer behaviour, specifically in relation to their preferences for private label food products.