An inclusive extension of the Theory of Planned Behavior for explaining household food leftover reduction intention among Gen Z

Purpose

This study aims to extend the Theory of Planned Behavior (TPB) with the Norm Activation Theory (NAT) and apply these two theories to explain Gen Z’s intention to reduce household food leftovers.

Design/methodology/approach

Primary data were collected online from 386 respondents, selected through a convenience sampling technique from June to August 2023. Established indicators measured each construct adequately, and hypotheses were examined by using a structural equation model with robust maximum likelihood estimation.

Findings

Attitude toward behavior, perceived behavioral control and personal norms built by awareness of consequences and ascription of responsibility were proven to be able to form the intention to reduce household food leftovers. Extending the TPB with the NAT revealed that intention was built based on attitudinal belief, control belief and a feeling of moral obligation that activates personal norms.

Research limitations/implications

Respondent validity needs to be strengthened; injunctive and descriptive norms are still integrated, and the translation of intention into action is yet to be examined

Practical implications

Social marketers boosted behavior change campaigns among Zoomers by emphasizing moral responsibility, promoting awareness and favorable behavioral beliefs through tailored messages and highlighting the ease of reducing household food leftovers.

Originality/value

This study bridged existing research gaps by extending the TPB with the NAT in the context of household routine consumption practices. It offered valuable insights for promoting responsible consumption and reducing household food leftovers among the youth.