Behavioral Determinants of Food Waste; the Case of Çorum Province
Keywords:Waste, Behavior, Food, Norm, Intention, Planning
AbstractFood waste and loss is an ecological, economic and social problem. The United Nations Food and Agriculture Organization states that approximately one third of all edible foods produced for human consumption are wasted or lost after harvest. The aim of this study is to determine the factors affecting food waste behavior of consumers. In order to reach this aim, a questionnaire was conducted with 583 people in November and December of 2018 in Çorum province. The obtained data were analyzed and explained through Structural Equation Models. As a result of the exploratory factor analysis, a 5-factor structure explaining 76,612% of the total variance was obtained. These factors were named as norm, intention, result awareness, purchasing behavior and planning. These factors were found to have validity, reliability and internal consistency. In addition, it was investigated whether the factors were compatible with the fit indices by means of Confirmatory Factor Analysis. As a result of confirmatory factor analysis, it was determined that the obtained factors met the fit indices values. As a result of Confirmatory Factor Analysis, it was determined that the obtained factors met the fit index values. The effect of the factors on the relationship between each other and the waste behavior were measured by means of the path analysis. As a result of this study, although consumers have positive statements regarding consequence awareness, intent and norms, they have been determined to be unstable in planning and purchasing. Besides, although there was a direct effect of intent and result awareness on waste behavior, it was determined that planning and norms had indirect effects. Considering that the intention is the most influential factor on waste behavior, it should be focused on the activities that will create result awareness in society.
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