Food waste under pressure: self-identity, attitudes, overbuying behavior, and consumers’ perceived time pressure

Examining the elements impacting consumers’ willingness to reduce food waste, this study provides a comprehensive framework covering culturally influenced buying patterns and household food waste behaviors. Data from 362 households embedded in an Arab culture enables to quantify impacts on food waste behavior. Results indicate that time constraints negatively affect consumers’ intention to minimize food waste, while social norms and perceived behavioral control positively correlate with that aim. Additionally, price-conscious consumers demonstrate stronger intentions to minimize waste.