Multi-group Analysis of Consumer’s Food Waste Behavior at Household Level

Abstract

Purpose: Multifaceted food waste behavior attracted the researchers from diversity of disciplines. Scholars have studied this subject from two primary sociological ontologies: behavioral and socio-psychological. There are several interrelating activities due to which behaviors and practices related with waste reductions are intricate. Methodology: This study contributed to an important extension of Partial Least Squares (PLS-SEM) route modelling: the comparison of PLS estimates across subpopulations, often known as multi-group analysis. Applying PLS-based multi-group analysis approaches have the drawback of relying on distributional assumptions. This work proposes PLS-MGA, a non-parametric PLS-based approach to multi-group analysis. Findings: The study has revealed that psychographic factors (attitude, Intentions) and routine related factors (household skill, leftover reuse routine, planning) play a crucial role to predict the food wastage behavior. In addition, it is also revealed that injunctive norms are direct predictor of food wastage behavior. Implications: Policy makers need to implement such measures and policies that can motivate consumers to reduce food waste by raising awareness toward environmental issues. The implications and recommendations presented in this study to prevent food waste may pave the path to success in reaching the national sustainability agenda.