Work

Integrating TRA and SET to Influence Food Waste Reduction in Buffet-Style Restaurants: A Gender-Specific Approach

Year: 2024

Type: article

Abstract: As one of the major greenhouse gas emission contributors, the food service industry, particularly buffet-style restaurants, is responsible for reducing food waste. This study explores the factors that shape consumer behavior toward food waste reduction in buffet-style restaurants based on the Theory of Reasoned Action (TRA) and Social Exchange theory (SET), as well as analyzing the gender differences in these determinants, offering practical insights for the restaurant industry. This study also uses structural equation modeling and group analysis to examine a total of 547 valid responses gathered through an online survey, including 286 male (52.3%) and 258 female (47.2%) respondents. The findings underscore the attitudes, subjective norms, and establishment policies that emerge as critical drivers of consumer behavior in buffet-style dining settings. Notably, significant gender differences are observed in attitudes and establishment policies. In light of these results, we recommend strategies that include enhancing consumer attitudes and implementing penalty policies within restaurant operations. Restaurants could display visual signs and images related to reducing food waste, provide detailed portion size information, and apply monetary fines for excess waste to reduce consumers’ food waste intentions. These strategies are particularly effective for male consumers, who are more influenced by these factors compared to female consumers. This research contributes valuable guidance for the industry’s efforts to address food waste concerns, emphasizing gender differences and promoting environmentally responsible behavior among consumers.

Source: Sustainability

DOI: 10.3390/su16208999

Authors: Qianni Zhu, Pei Liu

Institution: University of Missouri

Language: English

Topic: Food Waste Reduction and Sustainability

Subfield: Food Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDGs: Responsible consumption and production, Gender equality

Open Access status: gold

Estimated APC paid: $2,728