December 24, 2019Journal of Sustainable Tourism
Predicting environmentally friendly eating out behavior by value-attitude-behavior theory: does being vegetarian reduce food waste?
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Implication
Survey analysis demonstrates how sustainability values drive waste-reduction norms in restaurant diners, indicating that vegetarian diets moderate eco-friendly eating habits.
Key Points
- To evaluate an extended value-attitude-behavior model predicting environmentally friendly dining out and to determine whether vegetarian dietary habits moderate food waste reduction.
- Constructed and tested an extended value-attitude-behavior (VAB) structural model integrating perceived sustainability value, attitudes, personal norms, and social norms regarding food waste reduction.
- Assessed the moderating effect of consumer dietary style by contrasting vegetarian and non-vegetarian cohorts across the hypothesized model pathways.
- Perceived value of sustainability exerted a highly significant positive effect on diner attitudes, personal norms, and social norms regarding food waste reduction.
- Environmentally friendly dining behavior was positively predicted by personal norms, social norms, and attitudes toward waste reduction, with personal norms demonstrating the strongest relative influence.
- Dietary lifestyle significantly moderated all six hypothesized structural relationships within the extended value-attitude-behavior framework.
Cite This Study
Kim et al. (2019) studied this question.