Avoiding Food Waste by Romanian Consumers: The Importance of Planning and Shopping Routines

Food Quality and Preference, Vol. 28, pp. 375-381, 2013

Posted: 29 Jul 2013

See all articles by Violeta Stefan

Violeta Stefan

Independent

Erica van Herpen

Wageningen UR

Ana Alina Tudoran

Aarhus University - School of Business and Social Sciences

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics

Date Written: 2013

Abstract

Food waste is generated in immense amounts across the food life cycle, imposing serious environmental, social and economic consequences. Although consumers are the single biggest contributor to this volume, little is known about the drivers of food waste in households. This exploratory study aims to investigate the role of food choices and other food-related activities in producing food waste. A survey of 244 Romanian consumers examined the influence of intentions not to waste food, planning and shopping routines, as well as moral attitudes and lack of concern towards wasting food, a subjective norm of disapproval towards food waste, and perceived behavioural control on consumers’ self-reported food waste. Results show that consumers’ planning and shopping routines are important predictors of food waste. Planning and shopping routines are determined by moral attitudes towards food waste and perceived behavioural control. This implies that in order to change consumers’ food waste behaviour, efforts should be directed towards providing consumers with skills and tools to deal with their food-related activities.

Keywords: Food, Waste, Shopping, Guilt, Consumer Behaviour

Suggested Citation

Stefan, Violeta and van Herpen, Erica and Tudoran, Ana Alina and Lähteenmäki, Liisa, Avoiding Food Waste by Romanian Consumers: The Importance of Planning and Shopping Routines (2013). Food Quality and Preference, Vol. 28, pp. 375-381, 2013, Available at SSRN: https://ssrn.com/abstract=2302559

Violeta Stefan (Contact Author)

Independent ( email )

No Address Available
United States

Erica Van Herpen

Wageningen UR ( email )

Hollandseweg 1
Wageningen, 6706KN
Netherlands

Ana Alina Tudoran

Aarhus University - School of Business and Social Sciences ( email )

Nordre Ringgade 1
Aarhus C, DK-8000
Denmark
0045 – 894 – 65193 (Phone)

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
DK-8210 Aarhus
Denmark

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