Understanding and Enhancing Food Conservation Behaviors and Operations

This study explores the dynamics of food conservation behaviors and operations, shifting the lens from the prevalent narrative of food waste reduction to a marketing perspective that emphasizes consumer engagement in sustainable operations. Amidst the rapid urban transformation and economic progress of many countries, this research examines factors influencing individual behaviors toward responsible food operations. It aims to delineate the motivational drivers and deterrents affecting residents' engagement in food conservation and operations, utilizing an adapted framework based on the theory of planned behavior. We employ partial least squares structural equation modeling to analyze responses from 390 residents. We find that perceived behavioral control, subjective norms, and attitudes significantly enhance intentions to conserve food. Moreover, environmental concerns amplify both attitudes and perceived behavioral control, while green marketing communications and knowledge elevate attitudes, environmental mindfulness, and conservation actions. A connection to nature is substantiated as a reinforcing factor for pro-environmental attitudes and operations. Notably, attitudes are identified as a critical mediator among the examined constructs. This investigation enriches sustainability scholarship by introducing a positive behavior-focused approach, advancing the discourse on sustainable operations. It offers actionable insights for market-driven interventions, policy-making (such as China's lastest national policies on food security and rural region revitalization in 2024), and educational endeavors to mitigate food wastage and reinforce food supply chain resilience globally.