Perception Analysis on Fashion and Environment Contamination from Big Data Analysis

This study aimed to identify the influence of the three dimensions of motivation-opportunity-ability (MOA), as well as purchasing behavior and demographic characteristics, on household food waste disposal behavior. We utilized raw data from the Consumer Behavior Survey for Food 2022 conducted by the Korea Rural Economic Institute for analysis. A total of 1,303 primary food purchasers who provided responses indicating whether they disposed of a large or small amount of food waste were included in the study. The analysis revealed that factors including motivation, opportunity, ability, and demography influenced both the objective disposal amount and the subjective perception of food waste disposal. In addition, significant differences were observed among the groups (accurate perception, underestimation, overestimation) based on the alignment between the objective disposal amount of food waste and subjective perception. These differences were evident in the food purchasing behavior, food waste disposal methods, and individual characteristics. Furthermore, it was found that the factors significantly influencing the underestimation or overestimation groups differed from those influencing the accurate perception group.