An Extended Value–Belief–Norm Framework Explaining Food Waste Reduction, Reuse, and Recycling among Generation Z in Pakistan

Abstract

Addressing the issue of food waste is a critical sustainability problem as it is not only an issue of food security, but also a problem of natural resources waste and polluting environmental flows. The study focuses on food waste management practices of the Gen Z in Pakistan through Value – Belief – Norm (VBN) theory and Norm Activation model. In the proposed model, the effects of altruistic, biospheric, egoistic, and openness-to-change values on awareness of consequences and the effects of awareness of consequences on ascription of responsibility and personal norms are examined, as are the influences of ascription of responsibility on personal norms and of personal norms on intention to reduce food waste. Intention is also associated with three different behavioral outcomes, namely reduction, re-use and recycling of food waste. A convenient sampling technique was employed to gather data by a structured questionnaire from 633 individuals of Generation Z in Pakistan. Partial least squares structural equation modeling (PLS-SEM) was used for analysis of the data. All hypothesized relationships were reported as being supported. The study brings a new dimension to the field of food waste research, by adding openness to change to the value to belief pathway and by separating reduction, reuse, and recycling as three different outcomes. The results have implications for value-based education, activation of moral norms, engagement of youth, and real-life food waste management programs in Pakistan. The study not only explains the evidence and context for designing intervention for a developing-country environment but it also focuses on a young consumer population.