A1176
Title: Psychological mechanisms of food waste reduction across generations: An integrated value-cognition framework
Authors: Nai-Hua Chen - Tunghai University (Taiwan) [presenting]
Abstract: Consumers waste edible food despite rising sustainability awareness, revealing a persistent intention-Behavior gap. A study examines the psychological mechanisms underlying food waste reduction across Generations Z, Y, and X in Taiwan by integrating the Theory of Planned Behavior, the Norm Activation Model, and the Theory of Basic Human Values. Survey data from 1,032 consumers were analyzed using structural equation modeling and multigroup analysis. Results indicate that attitude is the strongest predictor of intention to reduce food waste, followed by perceived behavioral control and personal norms. Awareness of consequences influences intention primarily through attitude, while moral norms play a complementary role. Self-transcendence and openness to change strengthen both awareness and attitudes. Generational differences reveal distinct pathways: Generation X translates awareness into intention, Generation Y relies more on relational norms, and Generation Z shows value-driven intentions constrained by weaker execution. These findings highlight food waste reduction as a life-stage-sensitive sustainability process.
