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Predicting household food waste reduction using an extended theory of planned behaviour

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  • Graham-Rowe, Ella
  • Jessop, Donna C.
  • Sparks, Paul

Abstract

Identifying the antecedents of household food waste reduction is an important step in the development of effective and efficient interventions. This prospective study tested the utility of applying an extended theory of planned behaviour (TPB) model to household food waste reduction. At baseline, participants (N=279) completed a questionnaire designed to measure the following cognitive constructs derived from the extended TPB model: intention, attitude, subjective norm, perceived behavioural control, self-identity, anticipated regret, moral norm and descriptive norm. At follow-up, participants (N=204) completed a questionnaire assessing their household food waste behaviour. The extended TPB model accounted for a substantial amount (64%) of the variance in intention, with attitude, subjective norm, perceived behavioural control, self-identity and anticipated regret emerging as significant linear predictors. Furthermore intention significantly predicted the likelihood that participants had reduced their household fruit and vegetable waste at follow-up; however, the amount of variance in behaviour accounted for by the TPB model was relatively small (5%). Results demonstrate the utility of applying an extended theory of planned behaviour model to predict motivation and – to a lesser extent – behaviour, in the context of household fruit and vegetable waste reduction.

Suggested Citation

  • Graham-Rowe, Ella & Jessop, Donna C. & Sparks, Paul, 2015. "Predicting household food waste reduction using an extended theory of planned behaviour," Resources, Conservation & Recycling, Elsevier, vol. 101(C), pages 194-202.
    • Handle: RePEc:eee:recore:v:101:y:2015:i:c:p:194-202
    DOI: 10.1016/j.resconrec.2015.05.020
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    References listed on IDEAS

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    1. Graham-Rowe, Ella & Jessop, Donna C. & Sparks, Paul, 2014. "Identifying motivations and barriers to minimising household food waste," Resources, Conservation & Recycling, Elsevier, vol. 84(C), pages 15-23.
    2. Quested, T.E. & Marsh, E. & Stunell, D. & Parry, A.D., 2013. "Spaghetti soup: The complex world of food waste behaviours," Resources, Conservation & Recycling, Elsevier, vol. 79(C), pages 43-51.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Mary Griffin & Jeffery Sobal & Thomas Lyson, 2009. "An analysis of a community food waste stream," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 26(1), pages 67-81, March.
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