Purpose Food waste is a significant issue among Canadian consumers, while many households also experience food insecurity and rising food prices. This study investigated the psychological mechanisms through which household income and food affordability influence food waste reduction behaviour. Design/methodology/approach The analysis is based on new data collected from 750 households in a Canadian province through an online survey. Measurement constructs developed for food-related financial concerns, grocery shopping habits, and other psychosocial factors were based on the Theory of Planned Behaviour (TPB), and used to investigate their influence on the intention to reduce food waste. Findings Fresh fruits and vegetables accounted for the largest share of reported household food waste (16%). Consistent with the TPB, the results of a set of structural equation models (SEMs) empirically demonstrate that attitudes towards food waste, moral norm, and perceived behavioural control significantly predict respondents' intentions to reduce food waste, leading to less food waste. Extended SEM analyses indicate that household income and financial concerns affect food waste through two routes. First, low-income households exhibited stronger financial concerns, which correlates with a heightened intention to reduce food waste. Conversely, households facing greater financial concerns were more inclined to engage in bulk purchasing and bargain-hunting when purchasing food products, which subsequently were associated with more food waste. Originality/value The study is novel in empirically investigating how household income and financial concerns (jointly) affect household food waste through two routes or pathways. This study enhances understanding of food waste reduction behaviour, especially in Canada, and provides insights into strategies to help reduce household food waste.
Ji et al. (Wed,) studied this question.
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