Desperdiçar não é a intenção: uma análise dos fatores que influenciam a intenção em reduzir o desperdício de alimentos

Abstract

Food waste in households occurs in much larger quantities than in the corporate environment, contributing to food insecurity and global hunger. Reducing it can directly impact the decrease of social, environmental, and economic effects resulting from this problem. Therefore, the objective of this study is to analyze the factors that influence the intention to reduce food waste in the domestic sphere. Based on the theoretical framework presented, a structural model was developed using the Theory of Planned Behavior (TPB) as the theoretical basis. The theoretical model included the fundamental constructs of TPB (attitude, subjective norms, and perceived behavioral control), as well as additional constructs (self-identity, anticipated regret, guilt, and sustainability consciousness). The research strategy adopted was a survey, with results analyzed through a quantitative approach and the application of the structural equation modeling technique with partial least squares estimation (PLS-SEM). The research sample comprised 414 participants over 18 years old. Statistical procedures revealed that five hypotheses were confirmed, related to the influence of attitude, subjective norm, self-identity, and anticipated regret on individuals' intention to reduce food waste in their households. The conclusions of this study have significant implications for the development of social marketing campaigns aimed at raising awareness about the importance of reducing food waste, guiding actions that emphasize the social, economic, and environmental benefits of reducing waste. Additionally, it highlights the importance of using persuasive messages that reinforce individuals' positive evaluation of the intention to reduce, as well as actions that reinforce the role of family and friends in this act, encouraging individuals to identify with the behavior and pointing out the negative impacts of food waste, so that individuals may feel regret before wasting food fit for consumption.