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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.

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).

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

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.

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

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

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

This study aims to (1) test the effects of Generation Z (Gen Z) customers’ perceived collective efficacy and self-efficacy toward food waste reduction on their food waste reduction intentions in restaurants, (2) examine the mediating role of customers’ self-efficacy in conveying their perceived collective efficacy for food waste reduction intentions and (3) explore the moderating roles of Gen Z restaurant customers’ interdependent self-construal and independent self-construal.

Data were collected from an online survey distributed to Gen Z restaurant customers in China in April and May of 2022. The snowball sampling approach was used to collect the data, and the final sample included 214 participants. Partial least squares structural equation modeling was applied to examine the hypotheses.

The study found that Gen Z restaurant customers’ perceived collective efficacy and self-efficacy toward food waste reduction were positively related to their food waste reduction intentions. Self-efficacy also played a mediating role in the relationship between perceived collective efficacy and food waste reduction intentions. Moreover, Gen Z restaurant customers’ interdependent self-construal negatively moderated the relationship between perceived collective efficacy and self-efficacy.

This study contributes to the literature on social cognitive theory, self-construal theory and customers’ ethical decision-making processes. It integrates Gen Z restaurant customers’ perceived collective efficacy and self-efficacy toward food waste reduction into the ethical decision-making process and investigates how the two types of efficacy determine food waste reduction intentions.

This study aims to investigate the determinants of household behavioural intention towards household reducing, reusing and recycling behaviour of food waste management.

The data were collected from 670 households in Malaysia and analysed by using the partial least square method.

The findings reveal that motivation to participate, ability to participate and perceived benefits are the crucial factors that significantly influence households’ attitudes. Household attitude has a significant impact on household behavioural intention, whilst social influence and perceived behavioural control are not associated with it. Government support is positively related to perceived behavioural control. The result also indicates that household behavioural intention has a significant impact on household reducing, reusing and recycling behaviour.

The participants of this study were involved in home planning and food preparation in Malaysia. The individuals in charge of the household might have more awareness of food planning and waste control. Thus, it is recommended to adopt findings from other countries and learn from the experience of the local and international communities.

The households’ behavioural intentions can lead to the reducing, reusing and recycling behaviour of food waste management. The government policy mechanisms and households’ awareness can work effectively against food waste reduction because evaluations of the food waste programme were found to be scarce.

Food insecurity is one of the major social problems. Many people are not aware of the food waste impacts and consequences; thus, motivation, knowledge and information should be provided to the consumer through forums and campaigns.

The findings contribute to new insights of household behavioural intention towards food waste reduction management by assessing the determinants of household attitude and government support for food waste reduction management programmes towards household reducing, reusing and recycling behaviours.

Food waste behavior in the workplace or work-related gatherings has been less researched compared to that in household context. This study aims to bridge this gap through unfolding how and when quality of food waste prevention communication mitigates food waste behavior among frontline employees in the hospitality workplace.

Participants in this research comprised employees from four- and five-star hotels operating in Vietnam.

The results lent credence to the dual mediation channels of moral attitudes toward food wasting and meaningfulness of food waste reduction for the impact of quality of food waste prevention communication on employees’ food waste reduction intention and their reduced food waste behavior. The contingency role of employees’ green role identity was marginally confirmed for the nexus between employees’ food waste reduction intention and their food waste behavior.

This inquiry advances the understanding of mechanisms underlying work-related food waste behavior among hospitality employees.

This study aims to provide insights into the drivers of student engagement in food waste reduction strategies in educational institutions. The proposed research model integrates social media celebrities' attractiveness, expertise and trustworthiness with the value belief norm (VBN) theory to explore their influence on students' behaviour towards food waste reduction.

The data were collected from 417 students enrolled in public and private universities in the Riyadh and Macca regions of Saudi Arabia to evaluate the proposed model. The partial least squares-structural equation modelling (PLS-SEM) was employed to analyse the responses.

The results showed that VBN theory's components, such as values (biospheric, altruistic and egoistic), beliefs (new ecological paradigm, awareness of consequences and aspirations of responsibility) and norms significantly and positively influence food waste reduction behavioural intentions. It was also discovered from the results that social media celebrities' attractiveness, expertise and trustworthiness influence food waste reduction behavioural intentions.

This study contributes significantly to the literature by identifying factors influencing student engagement in food waste reduction strategies in educational institutions where limited research exists. It fills this research gap by developing a novel theoretical framework integrating social media celebrities' attributes with the VBN theory to explain these factors.

This study aims to (1) examine the effects of restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction on their food waste reduction intention (FWRI), and (2) explore the mediating role of customer ethical judgment toward restaurant food waste reduction behavior in the relationship between efficacy and food waste reduction intention.

Data were collected through an online survey. The responses from 428 US restaurant customers were used for data analysis. Partial least squares structural equation modeling (PLS-SEM) was employed to examine the path effects.

The study found that restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction positively influenced their FWRI. These relationships were mediated by customers’ ethical judgment.

Restaurant practitioners are recommended to allocate resources to food waste reduction programs and make customers aware of the efforts they have dedicated. Customer FWRI can be increased if they judge such initiatives as highly ethical. The restaurant practitioners should also be aware of the distinct associations between customer self-efficacy and perceived collective efficacy and their ethical judgment.

This is the first study to discuss the roles of customer self-efficacy, perceived collective efficacy and ethical judgment toward food waste reduction in determining FWRI. The proposed framework enriches social cognitive theory and self-regulation theory. The results especially underscore the mediating role of customers’ ethical judgment.

This study aims to validate the impact of waiting staff’s attitudes, subjective norms, and perceived behavioural control on customer dissuasion from over-ordering and identify their antecedents using an extended theory of planned behaviour.

We selected three categories of restaurants (30 in total, including fine dining, casual dining, and fast food) in Macao and Zhuhai (China) for conducting the survey using a purposive sampling approach. The respondents were waiting staff who took customers’ orders in the past three months. In total, 393 valid responses were used for a structural-equation-modelling analysis.

The results show that restaurant waiting staff’s attitudes, subjective norms, and perceived behavioural control have positive effects on their intention to dissuade customers from over-ordering. Our study further reveals that perceived behavioural control is far more influential than attitudes and subjective norms on restaurant employees’ intentions to intervene with over-ordering. We also validate seven antecedents, including environmental concern and communication for attitudes, peer influence, supervisor influence, and organisational support for subjective norms, and self-efficacy and training for perceived behavioural control.

The food-waste literature tends to focus on consumers in home and restaurant settings and has paid scarce attention to the role of restaurant waiting staff in intervening in consumers’ waste behaviours. We fill in this research gap by revealing a formation mechanism for waiting staff’s intention to dissuade over-ordering.

Food waste among young consumers is a significant concern that threatens food sustainability due to consumption behaviour. This study has integrated the Theory of Interpersonal Behaviour to extend the Theory of Planned Behaviour to measure young consumer’s intention to reduce food waste in a developing country context. Bringing in emotion, habits, and facilitating conditions to predict the consumers' attitudes, this study assesses the intention to reduce food waste for corporate sustainability from the perspective of consumption.

Using a quantitative approach and purposive sampling, 205 samples were collected from the young generation aged 18 to 30, who frequently have meals at home. The PLS-SEM technique was employed to examine the hypothesised model.

The findings supported all the hypotheses mentioned where attitudes, subjective norms (SN) and perceived behavioural control (PBC) affect the intention to reduce food waste among young consumers. Furthermore, the other variables, namely, habits, emotions and facilitating conditions, also significantly impact the attitudes of the young generation.

Understanding young consumers' food waste behaviour is vital from the social, economic, and environmental perspectives. This study showcases a comprehensive food waste behaviour model among young consumers by integrating the Theory of Interpersonal Behaviour and the Theory of Planned Behaviour to examine the intention to minimise food waste. Practically, this study offers insights to business practitioners and communities in managing food waste from the young consumer perspective. Socially, this study supports the United Nations' (UN) Sustainable Development Goals (SDG) 12 by contributing to global food waste reduction efforts.

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.