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This study applies and extends goal concepts by exploring the roles of goal intention and implementation planning in explaining how consumers minimize food waste (FW). It consists of impulsiveness in a food domain and food waste-related habit strength as obstacles in this motivational process.

Survey data from 399 Vietnamese consumers and structural equation modeling are used to test the proposed model.

The results establish a causal mechanism from goal intention to food waste reduction behavior via implementation planning. It also highlights mechanisms in which impulsiveness leads to a weak goal intention and careless implementation planning, consolidates FW-related habit strength and makes consumers fail to achieve food waste reduction (FWR) goals.

Future studies would benefit by investigating FWR behavior in different contexts based on the theory of trying or model of goal-directed behavior with the other traits, such as self-esteem or environmental values.

Businesses should design smaller eating portions to limit consumer impulsiveness in buying food. Food policymakers should educate consumers to form and maintain implementation planning, provide them with useful tools to deal with food habits or stimulate ethical motives to reduce FW.

This study extends goal concepts by exploring different routes, highlighting the competing roles of impulsiveness and habit strength compared with goal intention on FWR behavior.