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Vanity and food waste: Empirical evidence from China

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Listed:
  • Li Gao
  • Yingdan Mei
  • Xiaohan Yang
  • Congyu Zhao
  • Daimeng Li

Abstract

Food waste has gained tremendous attention in recent years, not only because food resources are becoming scarce, but also the increasingly awareness of food saving. This research aims to examine how vanity, a psychological factor, affects at‐home and outdoor food waste behaviors in China. The data we use is based on a face‐to‐face questionnaire interview in three provinces of China through a stratified sampling method and eventually, 305 valid questionnaires are acquired. It has been found that there is a significantly positive relationship between food waste and vanity, which is robust with various specifications.

Suggested Citation

  • Li Gao & Yingdan Mei & Xiaohan Yang & Congyu Zhao & Daimeng Li, 2021. "Vanity and food waste: Empirical evidence from China," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1211-1225, December.
    • Handle: RePEc:bla:jconsa:v:55:y:2021:i:4:p:1211-1225
    DOI: 10.1111/joca.12369
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    References listed on IDEAS

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    5. Netemeyer, Richard G & Burton, Scot & Lichtenstein, Donald R, 1995. "Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 612-626, March.
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    Cited by:

    1. Zeng, Tian & Botella-Carrubi, Dolores, 2023. "Improving societal benefit through transformative consumer research: A descriptive review," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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