The moral side of food waste: concern, involvement, and attitudes

Abstract

Food waste represents a serious issue for both the environment and society. Previous research has investigated the antecedents of food waste behavior, focusing on various demographic and psychological factors. While moral norms such as personal concern and responsibility have been studied, their integrated influence on young consumers’ food waste behavior remains underexplored. This study contributes by examining two moral constructs, waste cause involvement and waste concern, and their indirect effects on food waste behavior through the mediating role of negative attitude towards waste. Based on a sample of 554 survey respondents, our results show that both constructs significantly shape food waste attitudes and behavior. The paper offers managerial and social recommendations by identifying motivational levers to promote waste-reducing behavior tailored to generational audiences.