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Open Access
Article
Publication date: 7 June 2023

Sadaf Mollaei, Leia M. Minaker, Jennifer K. Lynes and Goretty M. Dias

University students are a unique population with great potential to adopt eating habits that promote positive human and planetary health outcomes. The purpose of this study is to…

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Abstract

Purpose

University students are a unique population with great potential to adopt eating habits that promote positive human and planetary health outcomes. The purpose of this study is to illustrate the current perceptions of sustainable eating behaviours among the students and to examine the determinants of sustainable eating behaviours.

Design/methodology/approach

Data were collected from December 2020 to May 2021 through focus group discussions among university students in Ontario, facilitated through synchronous online sessions. There were 21 student participants during the course of five focus group sessions (4–5 participants per session) from various departments within the university. The discussions were transcribed and analyzed for main themes and concepts using open coding; deductive coding based on the framework by Deliens et al. as well as the literature; and inductive coding for emerging themes.

Findings

The students had different perceptions about what constituted sustainable eating behaviours, some of which were not based on fact. A variety of individual, environmental (macro, micro and social) and university characteristics were mentioned as factors influencing sustainable food choices, with “food literacy” and “campus food” being the top two factors.

Originality/value

This study presents a novel and holistic overview of how sustainable eating behaviours and sustainable foods are perceived among university students and identifies the perceived determinants of adopting sustainable eating behaviours. This study helps with identifying opportunities to promote sustainable eating behaviours among university students and the design/implementation of informed interventions and policies aimed at improving eating behaviours.

Details

International Journal of Sustainability in Higher Education, vol. 24 no. 9
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 16 May 2023

Wen-Hwa Ko and Yi-Ling Hong

The purpose of this study was constructed a behavioral observation scale for avoiding food waste from the point of view of Chinese cuisine, used as an evaluation tool to examine…

Abstract

Purpose

The purpose of this study was constructed a behavioral observation scale for avoiding food waste from the point of view of Chinese cuisine, used as an evaluation tool to examine food waste in the process of food preparation for hospitality students in Taiwan.

Design/methodology/approach

The status of food handling in the preparation process was understood through a literature review and interviews. In addition, the indicators that may cause food waste behaviors were established, and the observation and self-evaluation scales of food waste behaviors in the preparation process were developed.

Findings

Avoiding water waste, removing excessive edible parts, avoiding waste on seasonings, avoiding cooking for too long and avoiding water stains in the cleaning process were considered by both the observers and the students as items for improvement in the cooking process. The results of this study will help in understanding the intervention in the teaching practice of avoiding students’ food waste behaviors.

Research limitations/implications

This study can only be based on the test results of the current observation behaviors. Meanwhile, many factors need to be taken into consideration, such as the differences in the amount of knowledge students have about food waste, the differences in preparation techniques, and other different factors, which may lead to differences in the research results.

Originality/value

The behavioral observation and self-evaluation behavior scales of “exploring food waste behaviors in the preparation process” were developed and implemented for the current status. The differences between the results of the observation scale and the self-evaluation scale were compared. In addition, the behaviors that may cause students’ food waste were pointed out. Then, the direction of the teaching content was formulated, and the curriculum plan integrating the content of avoiding food waste into teaching was evaluated. Furthermore, the scales can be applied to kitchen staff handling food materials to understand the current situation of their food handling, which can be used as a driving tool for restaurants to reduce food waste.

Details

International Journal of Sustainability in Higher Education, vol. 24 no. 8
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 13 March 2024

Saman Attiq, Sumia Mumtaz, Amir Zaib Abbasi and Shahid Bashir

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 15 March 2024

Hardius Usman, Nucke Widowati Kusumo Projo, Chairy Chairy and Marissa Grace Haque

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 24 November 2023

Prokopis Theodoridis, Theofanis Zacharatos and Vasiliki Boukouvala

This study aims to evaluate the issue of household food waste in Greece, with an emphasis on assessing the level of awareness and key behaviours among consumers. Moreover, the…

Abstract

Purpose

This study aims to evaluate the issue of household food waste in Greece, with an emphasis on assessing the level of awareness and key behaviours among consumers. Moreover, the study focuses on examining consumer behaviours related to food waste and identifying distinct consumer profiles that can provide valuable insights into the issue in order to uncover unique behavioural factors and offer targeted interventions to curb food waste in the country.

Design/methodology/approach

A nationwide survey was conducted in Greece using a structured online questionnaire, which was sent to 1,270 participants, through the snowball technique. However, due to some incomplete responses, only 1,238 of the responses were considered suitable for analysis. Common descriptive statistics were used to sketch the respondents' profiles, and a non-hierarchical K-means cluster analysis was performed to identify distinct subgroups in the sample.

Findings

The study revealed a significant level of food waste awareness among Greek consumers. The cluster analysis identified four distinct consumer groups and substantial differences among them. Notably, sociodemographic analysis underscored a pronounced inclination towards food wastage among younger individuals. Additionally, each cluster's attributes, including their environmental awareness, shopping behaviours meal-planning tendencies and propensity for excess purchases, were examined. Consequently, this study underscored the imperative for targeted informational campaigns tailored for consumer segmentation, offering a pathway to identify prospective interventions conducive to the promotion of sustainable food-consumption practices.

Originality/value

The originality and value of this work lie in its unique focus on addressing the significant issue of household food waste within the context of Greece. What sets this study apart is the application of non-hierarchical K-means cluster analysis (which allowed the authors to identify distinct consumer profiles), a method not widely utilised in the Greek context. By filling this knowledge gap, this study offers crucial insights that can inform targeted interventions aimed at reducing food waste, in alignment with global sustainability initiatives such as the United Nations Agenda 2030 and the European Union's “Farm to Fork” strategy. Additionally, this study contributes to the efforts to provide innovative solutions to prevent household food waste and foster a sustainable future in an ever-changing international environment marked by various crises

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 22 December 2023

Alvin Patrick Valentin, Aivanne Miguel Dela Vega, Marc Ivenson Kho, Sean Russel Licayan, Elijah Liam Nierras and Jose Carlos Pabalate

This study aims to determine and analyze the predictors of food waste reduction intention and behavior among higher education institutions (HEIs) using an extended version of the…

Abstract

Purpose

This study aims to determine and analyze the predictors of food waste reduction intention and behavior among higher education institutions (HEIs) using an extended version of the theory of planned behavior (TPB).

Design/methodology/approach

This study empirically tested an extended TPB model through regression analyses using data obtained through an online survey.

Findings

Attitude toward food waste reduction, subjective norms, perceived behavioral control and food waste knowledge predicted intention to reduce food waste. Furthermore, the intention to reduce food waste predicted food waste reduction behavior.

Research limitations/implications

The results imply that extending the TPB by adding food waste knowledge significantly predicted food waste reduction intention and behavior.

Practical implications

The study identified factors that predict food waste reduction behavior and suggested ways to influence Filipino students in HEIs to reduce food waste.

Originality/value

The findings support the inclusion of food waste knowledge to the TPB in predicting food waste reduction intention and behavior among students in HEIs.

Details

International Journal of Sustainability in Higher Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 5 December 2023

Shabab Absarul Islam, Robert Paul Jones, Asma Azad Akhi and Md. Shamim Talukder

Food waste in the hospitality sector has emerged as a global concern. Various technology-driven online food services such as the food delivery apps (FDA) contribute to hospitality…

Abstract

Purpose

Food waste in the hospitality sector has emerged as a global concern. Various technology-driven online food services such as the food delivery apps (FDA) contribute to hospitality food waste. FDA users might behave irresponsibly by ordering more foods than required which may lead to food waste generation. To date, limited studies have been attempted to understand how consumers’ over-ordering behavior through FDA result in hospitality food waste.

Design/methodology/approach

The authors used partial least squares structural equation modeling (PLS-SEM) to analyze survey data from 248 FDA users.

Findings

The results indicated that perceived convenience and trust positively influence consumers' attitude toward FDA, which in turn promotes over-ordering behavior. Interestingly, the anticipated positive relationship between price advantage and attitude toward FDA was not supported by the data. Furthermore, the authors confirmed that over-ordering behavior contributes to food waste, an outcome that has crucial implications for both the hospitality sector and sustainability efforts.

Originality/value

The current study employs the stimulus-organism-behavior-consequence (SOBC) theory to investigate the catalysts and consequences of over-ordering behavior via FDA. This study thus highlights the importance of the SOBC model in understanding consumer behavior.

Details

British Food Journal, vol. 126 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 17 November 2023

Dayu Cao, Yan Zheng and Gucheng Li

This study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior…

Abstract

Purpose

This study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB).

Design/methodology/approach

Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis.

Findings

The results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior.

Practical implications

This study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption.

Originality/value

For the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.

Details

British Food Journal, vol. 126 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 October 2023

Haiyan Huo, Fauziah Sh. Ahmad and Bryan Teoh

This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior…

Abstract

Purpose

This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore the relationship between attitudes (ATT), subjective norms (SN) and perceived behavioral control (PBC) on consumers’ intention and behavior to buy organic food. Trust (TR) and the moderating role of short food supply chain preferences (SFSCPs) were integrated to address the research gap.

Design/methodology/approach

Three hundred three questionnaire responses were received from organic food buyers in China using a convenience sampling method. Structural equation modeling was used to analyze the data and to examine the relationship between the various constructs.

Findings

The results demonstrated that the purchase intention (PI) of Chinese consumers correlates positively with ATT, SN, PBC and TR. Additionally, the results show that consumers’ SFSCPs positively moderate the relationship between PI and purchase behavior (PB).

Practical implications

The findings of this study provide valuable insights for marketers to develop compelling messages that evoke positive ATT, establish consumer TR and integrate short food supply chains to drive PB. The study can also be useful to policymakers and other supply chain participants.

Social implications

An increased understanding of the factors influencing Chinese organic food consumption can contribute to promoting healthier food choices, supporting sustainable agriculture and fostering environmentally friendly consumption habits.

Originality/value

This research contributes to the existing pool of knowledge by incorporating TR into the conventional TPB. The study also introduces SFSCP as a moderating variable on the relationship between PI and PB.

Details

Young Consumers, vol. 24 no. 6
Type: Research Article
ISSN: 1747-3616

Keywords

Open Access
Article
Publication date: 18 April 2023

Claire O'Neill, Mary Brigid McCarthy, Seamus O'Reilly and Frode Alfnes

Sustainability challenges are omnipresent. This study aims to identify consumer segments based on food consumption practices from purchasing to disposal. A priori work identified…

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Abstract

Purpose

Sustainability challenges are omnipresent. This study aims to identify consumer segments based on food consumption practices from purchasing to disposal. A priori work identified quality attributes, food responsibility, dietary choices and food organisation and management within the home as key influences. Each represents an opportunity for consumers to employ more sustainable food behaviours. A priori work identified several indicators for each of these influences. This study explored the suitability of these indicators for measuring the identified key influences.

Design/methodology/approach

The authors used an online survey of 324 Irish food consumers in January 2021 to address online food interests, purchasing preferences and purchase behaviour linked to food sustainability.

Findings

The authors identify four consumer segments – food dabblers, food appreciators, pro-sus and pressured – which present a holistic view of the sustainable behaviours practiced by food consumers. The findings provide insight into the range of sustainability-related food behaviours actioned by consumers – from interest in meat-free products, organics and local produce to having an organised stock at home and minimising waste. The findings shed light on how consumers integrate elements of sustainability into their food lifestyles.

Originality/value

This study captures sustainability-related food behaviours from the point of purchase through to consumption and disposal and identifies four new consumer segments based on interests, preferences and behaviours.

Details

British Food Journal, vol. 125 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

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