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A Study on Consumer Attitudes and Behavioural Intentions Towards Food Waste in the Indian Restaurant Industry

Author(s) Ms. Anjali Ved, Dr. Parag Ajgaonkar
Country India
Abstract As food waste in the restaurant industry becomes a sustainability issue, consumer eating habits have been cited as a key but under-researched contributor, especially in the developing world. In this study, the authors used the Theory of Planned Behaviour (TPB) to examine the attitudes of the consumers and their intentions to act on food waste in the restaurant industry of India. The study is conducted with 100 urban consumers using a structured 37 item Likert scale questionnaire and explores the effects of consumer awareness, behavioural factors, psychological factors and social factors on consumer attitudes and investigates if attitudes further predict willingness to engage in waste reduction practices. The 5 hypotheses were accepted at p<0.001. The social factors were the most significant (r = 0.410), followed by the psychological factors (r = 0.367) and behavioural factors (r = 0.360) for food waste attitude. Consumer awareness had a significant positive correlation with the attitude (r = 0.504), and the attitude had significant positive correlation with the willingness to act (R² = 0.137). It was found that there is a notable attitude-behaviour gap with attitude being at the highest mean score (4.020) and behavioural factors being the lowest mean score (3.383). The results highlight the importance of multi-level, culturally responsive interventions to tackle social norms around eating and drinking, to engage in personal responsibility, and to overcome behaviours inhibiting responsible dining. The study adds original empirical data to the scarce research in the field of consumer food waste in the Indian hospitality context.
Keywords Food waste, consumer attitude, restaurant industry, Theory of Planned Behaviour, India, behavioural intention, social norms.
Published In Volume 7, Issue 7, July 2026
Published On 2026-07-07
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IJLRP's Crossref DOI prefix is
10.70528/IJLRP

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