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This research aims to investigate consumers' food waste prevention behaviour through the lens of an extended theory of planned behaviour. The extension includes the examination of the role of social media usage in affecting consumers' decision-making process of food waste prevention behaviour.

A survey questionnaire is developed based on measurement items of previously validated studies. 210 samples are collected and analysed using partial least squares structural equation modelling (PLS-SEM).

The results show that social media usage has a significant influence on attitude and injunctive norms. In addition, intention can be predicted by injunctive norms, moral norms and perceived behavioural control but not attitude. Lastly, the intention to reduce food waste is a significant predictor of food waste prevention behaviour.

Overall, the extended theory of planned behaviour is useful in explaining consumers' food waste prevention behaviour. Interestingly, this study reveals that a negative attitude towards food waste behaviour does not translate into the intention to engage in food waste prevention behaviour. Furthermore, it is found that social media usage plays a significant in shaping consumers' attitudes towards food waste and injunctive norms.

This paper aims to address the food waste phenomenon by investigating the relationship between healthy lifestyle and food waste intensity and by considering the mediating role of food waste preventing behavior on such a relationship.

Based on an online survey of 1,941 UK millennial consumers, the research hypotheses were tested using the PLS-PM approach to structural equation model.

The results reveal that both the consumption of healthy food and the habit of eating at home enhance food waste reduction. Moreover, the findings corroborate the mediating effect of the food waste preventing behavior on the relationship between a healthy lifestyle and food waste intensity, thus underlying its role as an effective mechanism able to improve the influence of healthy lifestyle dimensions on food waste intensity.

The paper offers three levels of practical implications directed to public institutions, private manufacturers and retailers.

The study underlines the key relevance of ad hoc educational programs aimed at improving the overall awareness of young consumers about food waste damages, by specifically identifying the main features on which these programs should focus.

This paper adds knowledge by helping to explain how and why a healthier lifestyle could translate into food waste reduction. Moreover, the study offers a comprehensive understanding of preventing behavior by proposing a rich overview of strategies to adopt to avoid food waste.

The global food waste and food scarcity paradox is steadfastly increasing. This study aims to examine the effects of digital nudging as forms of positive and negative reinforcement to change food waste behavior and found that nudging positive reinforcement modifies this habit.

A field experiment was conducted on 628 diners randomly split into experiment (n = 412) and control group (n = 216) in two separate dining locations over four weeks. Out of these, 412 diners were randomly subjected to tent cards with positive (n = 228) and negative (n = 184) reinforcement nudging and completed a questionnaire to ascertain if nudging affects their consumption behavior. Consumption waste per unit revenue was calculated from all 628 diners individually to analyze the financial impact between control and experiment groups.

SEM analysis reveals that positive reinforcement mediates between external motivators (social media and restaurant service) and reduction of food waste behavior. Further analysis also reveals that nudging has a higher three times effect on reducing food waste as compared with no nudging (control).

Positive messaging encourages behavior change more effectively as compared to negative ones. Gentle reminders of how everyone can personally be a “warrior” or “hero” in the fight against global food waste increases the likelihood of altruistic motivation in tackling these issues.

This study demonstrates how positive reinforcement in the form of nudges acts as key mediator to support reduction of consumer food waste on site, ultimately helping to reduce financial costs compared to those without nudges.

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.

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.

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.

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.

The purpose of this paper is to appraise and evaluate empirical research on circular economy in food systems, consolidating the existing knowledge and identifying shortcomings in this emerging body of research.

The authors conducted a systematic literature review of 136 studies from the electronic databases Scopus and Web of Science. The authors also developed a thematic analysis and summarized the results in a framework.

The authors identified seven critical issues for the transition to circular food systems: consumer behavior, multistakeholder coordination, business models, digital technologies, barriers, transition processes and performance and measurement systems. Moreover, the authors provide an agenda for future research on these topics.

While reviews on the circular economy are spreading rapidly, no reviews have comprehensively addressed the critical issues for the transition to circular food systems in the business, management, and organization domains.

This study extends the theory of planned behavior (TPB) through the inclusion of motivating variables for suboptimal produce preference (i.e. environmental concern, food waste awareness, and familiarity), and demotivating variables (i.e. health consciousness and risk perception) to investigate behavioral intentions toward suboptimal produce.

A quantitative research methodology using the online survey technique is employed to collect cross-cultural data from respondents from China (n = 430) and Egypt (n = 441). Structural equation modeling (SEM) via SmartPLS v.3.2.9 is used to analyze data.

The proposed extended TPB model could enhance predicting consumers' behavioral intentions toward suboptimal produce except for “environmental concern” since it has been found that environmental concern has a nonsignificant effect on consumers' attitudes and behavioral intentions toward suboptimal produce in both countries. The results also reveal that the proposed extended TPB constructs could predict 79.9% of intentions to purchase suboptimal produce and 65.3% of the variance in intentions to recommend such produce for others.

This study is one of the few attempts that investigates the suboptimal food consumption based on a theoretical lens by extending the TPB model. Previous studies on suboptimal food do not pay attention to the demotivating variables such as health consciousness and risk perception, and thus, this thesis represents the first effort that sheds light on such variables. Moreover, prior investigation on such issues in Egypt and China as a cross-cultural research has not existed.

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 manner in which consumers understand and interpret date labels influences their attitudes toward food quality at the purchase and consumption stage. The purpose of this study is to (1) evaluate the influence of “best before” dates on expected food liking and (2) assess how sensory perception and expectations toward “best before” dates influence actual food liking.

A consumer sensory study was conducted among 110 participants in Poland. The participants' attitudes were examined toward food products (rice, sponge cookies, canned fruit salad and leaf tea) labelled with different “best before” dates and toward those same but unlabelled food products. The consumers' expected liking based solely on “best before” dates were also evaluated.

The analysis showed that date labels may have an opposite contribution to consumer apprehension of foods. It is proved that “best before” dates maintain a consumer’s positive attitude toward fresh products and reduce consumer uncertainty regarding food edibility, which would be experienced in the absence of date labels. Conversely, results of this study confirmed date labels' role in consumers denigrating expired food and showed consumers' unreasonable convictions that the food's sensory attributes were altered. Thus, otherwise safe and edible food was wasted – it was shelf-life information, not sensory quality, that determined the tested food's perceived value.

The originality of this study is that it involves product assessment to explore the interaction between consumers and a food product's sensory attributes in the context of making decisions that are influenced by the “best-before” date.

In recent times, the market for food trucks has been growing due to customers seeking convenient food options. However, not many studies have been carried out to understand why consumers choose to visit food trucks. Hence, the purpose of this study is to understand consumers' intentions to visit food trucks through the theoretical lenses of the theory of planned behaviour (TPB) and the theory of consumption values (TCV).

A purposive sampling method was utilised to gather data from 203 food truck customers through a cross-sectional online survey. Data were evaluated using partial least squares structural equation modelling (PLS-SEM).

The findings indicate that attitudes, subjective norms and perceived behavioural control have a significant positive impact on consumers' intentions to visit food trucks. Furthermore, taste value, health value, emotional value and epistemic value have a significant positive effect on attitudes. However, neither price value nor interaction value has a significant impact on attitudes.

This study represents a pioneering effort in combining the theoretical perspectives of the TPB and the TCV to investigate consumers' intentions to visit food trucks. The resulting integrated model provides a more comprehensive understanding of the factors that influence consumers' decisions to visit food trucks. The findings are expected to furnish food truck vendors with valuable insights on crafting efficient marketing and operational tactics to retain their existing customer base and entice new consumers.

This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption.

The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model.

The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals.

This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.