Understanding the Food Waste Reduction Intentions of Consumers in Turkiye Through the Value-Attitude-Behavior Framework

Abstract

Food loss and waste are a major global problem as reflected in the United Nations Sustainable Development Goal 12. Households constitute the primary source of food waste worldwide. The development of effective solutions depends on a comprehensive understanding of consumer attitudes and behaviors. This cross-sectional study used the Value-Attitude-Behavior (VAB) hierarchy to examine consumers' food waste reduction intentions. It was conducted on individuals in Turkiye via an online survey. The results showed that consumers' hedonic value and attitudes were positively associated with food waste reduction intentions. The strongest associations with intentions were observed for anticipated guilt, attitude toward reducing food waste, and hedonic value. Furthermore, education level and household size showed significant effects on food waste reduction intentions. In conclusion, these findings based on the VAB model showed the central role of anticipated guilt in shaping food waste reduction intentions, suggesting that emotionally driven intervention strategies may be more effective than approaches focusing solely on attitudes.