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EMAC 2024 Annual


Surplus Food Commercialization in China: An Attitude-Behavior-Context Based Strategy for Food Waste Reduction in Retail and HoReCa Sectors
(A2024-119616)

Published: May 28, 2024

AUTHORS

ying ni, University ramón Llull; Belén Derqui, IQS Universitat Ramon Llull; Jorge Matute Vallejo, IQS School of Management, URL

ABSTRACT

This study combines the theory of planned behavior with the attitude-behavior-context theory through the inclusion of motivations for surplus food consumption (i.e. price consciousness, sales proneness, and food waste awareness), and barriers (i.e. perceived risks) to investigate purchase intentions toward surplus food in the retail and HoReCa sectors in China. Survey data were collected online from 695 Chinese consumers. The model predicts 64.1% of intentions to purchase surplus food in retail and 54.8% in HoReCa sectors. Results show consumers’ attitudes and personal norms toward surplus food significantly affect their purchase intentions. Surprisingly, perceived behavioral control positively influences retail purchases but not HoReCa, possibly due to the availability differences. Promoting economic and environmental benefits and ensuring the quality and safety of surplus food foster consumer positive attitudes toward these types of products. These findings shed light on surplus food consumption and offer context-specific insights for reducing food waste and promoting sustainability.