What Makes Consumers Behave Sustainably When It Comes to Food Waste? An Application of the Theory of Planned Behavior in Spain.

Preventing food waste is a pressing global policy concern, with households being the main producers of food waste along the food supply chain. This study aims to analyze consumers' food waste behavior and identify how different consumer profiles and sociodemographic characteristics influence food waste. A survey was carried out in Spain with a representative sample of 717 participants, and the Theory of Planned Behavior (TPB) was applied to understand the influence of consumers' attitudes, subjective norms, and perceived behavior control on their intention to reduce food waste and to find out the main drivers of their food waste behaviors. Results demonstrated that food waste reduction is mainly predicted by attitudes, followed by perceived behavior control, and lastly subjective norms. Finally, characteristics such as responsibility in food purchasing and cooking at home as well as sociodemographic factors played a relevant role in how much the intention to reduce food waste affects the final behavior. Our results suggest the potential of communication to reshape individual preferences towards valuing food conservation. Tailored strategies are recommended for specific groups, emphasizing the importance of targeted approaches in addressing food waste at various levels of society.