Food waste has become a critical sustainability issue in Malaysia, with adverse implications for environmental quality, food security, and economic stability. Despite ongoing awareness efforts, household food waste remains high, prompting the need for a better understanding of the behavioural and demographic factors that influence consumer awareness. This study addresses the research question: What are the behavioural and demographic determinants that shape Malaysian consumers’ awareness of food waste? The objectives of the study are threefold: (1) to identify key behavioural predictors of food waste awareness, namely planning routines, personal norms, and social norms; (2) to assess the influence of demographic variables such as gender and income levels; and (3) to propose culturally grounded strategies for mitigating household food waste. Data were collected via a structured questionnaire from a representative sample of 301 respondents across various Malaysian states. Regression analysis revealed that meal planning routines (β = 0.720, p < 0.001), personal norms (β = 0.345, p = 0.042), and social norms (β = 0.307, p = 0.007) significantly predicted awareness levels. Gender differences were significant, with women exhibiting higher awareness, while income showed no significant pairwise variation. The novelty of this study lies in its localized focus, integrating communal values, cultural practices, and traditional norms often overlooked in Western-centric research. The findings provide important context-sensitive insights to inform policy, develop targeted education campaigns, and guide community-based initiatives. This study supports Malaysia’s broader sustainability agenda and contributes to the global discourse on culturally relevant waste reduction strategi.
Hapiz et al. (Mon,) studied this question.
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