Psychological Drivers of Intentions Not to Waste Food: Evidence from an Extended Theory of Planned Behavior Model

This study applies an extended theory of planned behavior (TPB) to examine the determinants of consumers' food waste reduction intentions, with subjective norm, attitude, perceived behavioral control, and guilt as key antecedents. In addition, this study investigates the moderating role of environmental literacy in strengthening these relationships. Using structural equation modeling, the proposed model demonstrated an acceptable overall fit, and most hypotheses were supported. The results reveal that attitude, perceived behavioral control, and guilt positively influence consumers' food waste reduction intentions, whereas subjective norm does not exert a significant effect. Furthermore, food waste reduction intentions significantly reduce behaviors of wasting food. Regarding the moderating effects, environmental literacy strengthens the relationship between guilt and food waste reduction intentions, indicating that individuals with higher environmental literacy are more likely to translate moral emotions into behavioral intentions.