The Role of Values and Attitude in Food Waste Reduction: Exploring Ideal Sustainable Business Strategies
基于价值-态度-行为理论，研究美国消费者的利他主义和生态价值观如何通过预期内疚和个人责任感影响其支付食物垃圾回收和分类的意愿，为政策制定者设计减少食物浪费的策略提供依据。
ABSTRACT Food waste concerns are growing globally. Previous studies identified several strategies to reduce food waste. However, how individuals' values guide them towards food waste has not been adequately explored. This study examines the role of individual values and attitudinal mechanisms on food waste reduction behaviors. We adopt the value–attitude–behavior (VAB) theory as a theoretical underpinning to conceptualize a research model. Specifically, the study utilized altruistic and biospheric values as value dimensions, anticipated guilt and personal responsibility as attitudinal mechanisms, willingness to pay for food waste recycling, and food waste segregation as the outcome behavioral constructs. A survey approach is used to collect data from US household consumers. Findings indicate that altruistic values evoke anticipated guilt and personal responsibility, whereas biospheric values shape anticipated guilt. The anticipated guilt and personal responsibility determine consumers' willingness to pay for food waste recycling and segregation of food waste. Additionally, mediating roles of anticipated guilt and personal responsibility were also confirmed. Furthermore, the moderating role of long‐term orientation as a critical contingency that affects VAB linkages has been empirically substantiated. The study's findings contribute to the literature on food waste and provide empirical justification for how values shape attitudes that determine food waste reduction behaviors. Policymakers should design instruments to foster food waste reduction behaviors based on the effectuality of values and attitudes unraveled by this research.