Food waste avoidance behavior: How different are generation Z travelers?

Nitika Sharma, Pooja Goel, Robin Nunkoo, Anuj Sharma, Nripendra P. Rana

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)

Abstract

This study investigates the relationship between travelers’ generativity, prosocial attitudes, consumption values, and food waste avoidance behavior. We develop a theoretical model based on the motivation-opportunity-ability theory and tested it using data collected from a sample of Generation Z (n = 389) and older travelers (n = 262) to Delhi, India. Partial-least-squares structural equation model analysis is used as the data analytic tool. The findings indicate that Generation Z travelers report a higher level of generative concerns, prosocial attitudes, and green consumption values, and are more likely to engage in food waste avoidance behavior than older travelers. Generativity and prosocial attitudes are significantly associated with food waste avoidance behavior for Generation Z travelers only. The relationship between consumption values and food waste avoidance behavior is significant for both samples of travelers. Prosocial attitudes and consumption values mediate the relationship between generativity and food waste avoidance behavior. We present the theoretical, practical, and limitations of the study.

Original languageEnglish
JournalJournal of Sustainable Tourism
DOIs
Publication statusAccepted/In press - 2023

Keywords

  • Food wastage
  • consumption value
  • generativity
  • pro-social attitude
  • sustainability

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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