What Drives Generation Z to Avoid Food Waste in China? An Empirical Investigation
Avoiding food waste has become an important global issue. Given the global impact of food waste and the profound influence of Generation Z on future development, it is crucial to guide them in cultivating awareness and behaviors to reduce food waste, thereby promoting sustainable development. Consid...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-01-01
|
| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/14/2/323 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832588416933429248 |
|---|---|
| author | Xin Qi Muyuan Li Jiayi Chen Guohua Zhan Lu Niu |
| author_facet | Xin Qi Muyuan Li Jiayi Chen Guohua Zhan Lu Niu |
| author_sort | Xin Qi |
| collection | DOAJ |
| description | Avoiding food waste has become an important global issue. Given the global impact of food waste and the profound influence of Generation Z on future development, it is crucial to guide them in cultivating awareness and behaviors to reduce food waste, thereby promoting sustainable development. Considering young consumers’ specific characteristics and consumption environment, this study extended the Theory of Planned Behavior (TPB) framework by adding two constructs of moral self-identity and scarcity mindset. An online survey was conducted, receiving 417 valid responses, and the data were analyzed using structural equation modeling. This study shows that subjective norms, attitudes, and perceived behavioral control positively influence Generation Z’s intentions to avoid food waste. Meanwhile, moral self-identity remarkably positively influences attitudes and perceived behavioral control, which in turn affects intention to avoid food waste. Moreover, the positive moderating role of scarcity mindset is verified. This study refines the exploration of food waste within the realm of the Generation Z group, and the findings are beneficial for relevant stakeholders to further develop personalized promotion strategies for Generation Z. |
| format | Article |
| id | doaj-art-69315a14b3494313a64119339cc500bf |
| institution | Kabale University |
| issn | 2304-8158 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj-art-69315a14b3494313a64119339cc500bf2025-01-24T13:33:17ZengMDPI AGFoods2304-81582025-01-0114232310.3390/foods14020323What Drives Generation Z to Avoid Food Waste in China? An Empirical InvestigationXin Qi0Muyuan Li1Jiayi Chen2Guohua Zhan3Lu Niu4Management College, Ocean University of China, Qingdao 266100, ChinaManagement College, Ocean University of China, Qingdao 266100, ChinaManagement College, Ocean University of China, Qingdao 266100, ChinaManagement College, Ocean University of China, Qingdao 266100, ChinaManagement College, Ocean University of China, Qingdao 266100, ChinaAvoiding food waste has become an important global issue. Given the global impact of food waste and the profound influence of Generation Z on future development, it is crucial to guide them in cultivating awareness and behaviors to reduce food waste, thereby promoting sustainable development. Considering young consumers’ specific characteristics and consumption environment, this study extended the Theory of Planned Behavior (TPB) framework by adding two constructs of moral self-identity and scarcity mindset. An online survey was conducted, receiving 417 valid responses, and the data were analyzed using structural equation modeling. This study shows that subjective norms, attitudes, and perceived behavioral control positively influence Generation Z’s intentions to avoid food waste. Meanwhile, moral self-identity remarkably positively influences attitudes and perceived behavioral control, which in turn affects intention to avoid food waste. Moreover, the positive moderating role of scarcity mindset is verified. This study refines the exploration of food waste within the realm of the Generation Z group, and the findings are beneficial for relevant stakeholders to further develop personalized promotion strategies for Generation Z.https://www.mdpi.com/2304-8158/14/2/323avoidfood wasteGeneration Zscarcity mindsetTPB |
| spellingShingle | Xin Qi Muyuan Li Jiayi Chen Guohua Zhan Lu Niu What Drives Generation Z to Avoid Food Waste in China? An Empirical Investigation Foods avoid food waste Generation Z scarcity mindset TPB |
| title | What Drives Generation Z to Avoid Food Waste in China? An Empirical Investigation |
| title_full | What Drives Generation Z to Avoid Food Waste in China? An Empirical Investigation |
| title_fullStr | What Drives Generation Z to Avoid Food Waste in China? An Empirical Investigation |
| title_full_unstemmed | What Drives Generation Z to Avoid Food Waste in China? An Empirical Investigation |
| title_short | What Drives Generation Z to Avoid Food Waste in China? An Empirical Investigation |
| title_sort | what drives generation z to avoid food waste in china an empirical investigation |
| topic | avoid food waste Generation Z scarcity mindset TPB |
| url | https://www.mdpi.com/2304-8158/14/2/323 |
| work_keys_str_mv | AT xinqi whatdrivesgenerationztoavoidfoodwasteinchinaanempiricalinvestigation AT muyuanli whatdrivesgenerationztoavoidfoodwasteinchinaanempiricalinvestigation AT jiayichen whatdrivesgenerationztoavoidfoodwasteinchinaanempiricalinvestigation AT guohuazhan whatdrivesgenerationztoavoidfoodwasteinchinaanempiricalinvestigation AT luniu whatdrivesgenerationztoavoidfoodwasteinchinaanempiricalinvestigation |