https://orcid.org/0000-0002-4476-3793
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Abstract
In the search to mitigate food waste in households and restaurants, consumer food waste behaviour has been the focus of many investigations. However, exploration of consumer food waste behaviour in online food delivery (OFD) settings has to receive limited attention. This study aims to understand the antecedents of food waste behaviour in OFD settings by applying the Theory of Planned Behaviour (TPB) with Food-related Factors as an additional construct. An online survey provided quantitative data from 520 participants representatively distributed in age and gender from 7 cities geographically spread across China. It was found (1) the average frequency for consumers wasting OFD food was ‘rarely’ to ‘occasionally’; (2) the extended TPB model was useful in predicting consumer food waste behaviour in OFD settings; (3) an intention of not wasting food had a significant negative effect on food waste behaviour; (4) attitudes and perceived behavioural control positively affected the intention of not wasting food; and (5) Food-related Factors had a significant negative effect on intention of not wasting food. This is the first empirical study to apply the TPB to the OFD context in China and confirm its applicability. We conclude that measures to promote OFD food waste reduction behaviour may best take effect via education and campaigns to increase individuals’ attitudes and intention of not wasting food and prominently displaying food-related information and portion sizes on OFD platforms.
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Disclosure statement
No potential conflict of interest was reported by the author(s).
Data availability statement
The data that support the findings of this study are available from the corresponding author, M.M., upon reasonable request.
Additional information
Notes on contributors
Charlene Li
Dr. Charlene Li majored in consumer food science at the University of Otago with an industry background of product development and nutrition claim. Research interests focused on understanding the consumer behaviour towards food waste of online food delivery and devised interventions to enhance the sustainability of this sector.
Phil Bremer
Professor Phil Bremer is a microbiologist in the Department of Food Science at the University of Otago, a member of the Food Waste Innovation Research Group and the Chief Scientist of the New Zealand Food Safety and Science Research Centre. Research interests include investigating consumer’s food safety knowledge and perceptions.
Tim Jowett
Tim Jowett, from the Department of Mathematics and Statistics at the University of Otago, works as a statistical consultant with a focus on applied statistics. His expertise encompasses experimental design, statistical computing, and modelling.
Michael S. W. Lee
Associate Professor Michael S. W. Lee specializes in anti-consumption. His work has been published in top journals such as Journal of International Business Studies, Journal of Business Research, Psychology & Marketing, European Journal of Marketing; Applied Psychology; Journal of Public Policy and Marketing; Journal of Consumer Affairs; among others.
Kate Parker
Dr. Kate Parker, Packaging Programme Leader at the New Zealand Forest Research Institute (Scion), uses her 20+ years of expertise in materials chemistry to develop high-performance and smart bio-materials for packaging applications. Her research follows circular economy principles and ensures NZ food exports meet market safety and security standards.
Evamaria C. Gaugler
Evamaria C. Gaugler is a chemical engineer working at Scion (New Zealand Forest Research Institute Ltd) in Rotorua (New Zealand). She has a combined work experience of more than 15 years. Her areas of expertise are regulatory compliance of chemicals, as well as (bio-)polymer and composites processing, synthesis & analysis.
Miranda Mirosa
Professor Miranda Mirosa is the Head of the Department of Food Science at the University of Otago, New Zealand and an Honorary Professor at Xi’an Jiaotong-Liverpool University, China. Miranda directs the Food Waste Innovation Research Group, which measures waste, develops reduction strategies, applies innovative technology, and works to modify behavior.