Determinants of Consumer Food Waste Behaviour in Malaysia Based on the Theory of Planned Behaviour

¹ Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, 16100 Kota Bharu, Kelantan, Malaysia
² Faculty of Creative Technology and Herritage, Universiti Malaysia Kelantan, 16300 Bachok, Kelantan, Malaysia

^* Corresponding author: a22d051f@siswa.umk.edu.my

Abstract

Food waste is a critical issue affecting environmental sustainability and food security globally. This study aims to investigate the determinants of consumer food waste behaviour among households in Malaysia, adopting the Ajzen’s Theory of Planned Behaviour as the conceptual framework. A quantitative approach was adopted, with data collected from a survey of 300 Malaysian households. Descriptive statistics were used to analyse the survey data, which measured constructs such as attitudes towards food waste, subjective norms, perceived behavioural control, and food related routines. Results indicate that perceived behavioural control, shopping routines, and the reuse of leftovers are significant predictors of food waste behaviour in Malaysian households. Planning routines contribute indirectly to reducing food waste. Sociodemographic variables, including household size, income, and age, were found to have significant correlations with food waste behaviour. These findings offer valuable insights for designing targeted interventions to reduce food waste in Malaysia by enhancing household capabilities and routines related to food management. The study highlights the importance of understanding local consumer behaviour to effectively address food waste and support global sustainability efforts.