Triggers for Reducing Waste and Disposable Packaging: Insights from Food Truck Consumers in Thailand

This study was intricately crafted to explore the decision-making processes of customers at sustainable food truck venues. The study aimed to examine customers’ pro-responsible intentions by utilizing the Norm Activation Model (NAM) as a foundational framework. This framework was extended by incorporating key factors such as anticipated feelings of pride and guilt, and intentions to reduce disposable packaging and waste within the unique context of sustainable food trucks. Using GSCAM, the validity of the measurements was confirmed. The net-effect analysis and necessary condition analysis (NCA) generally supported the hypothesized relationships within the theoretical framework. Notably, the NAM variables, such as ascription of responsibility and moral norms, and anticipated emotions, emerged as significant and critical influencers of customer intentions, particularly in terms of intentions to reduce disposable packaging and waste. This comprehensive approach enhances both theoretical understanding and practical applications for promoting sustainability within these distinct environments.