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

Sharma, Nitika, Goel, Pooja, Nunkoo, Robin, Sharma, Anuj and Rana, Nripendra P. (2023) Food waste avoidance behavior: How different are generation Z travelers? Journal of Sustainable Tourism. ISSN 1747-7646 (In Press)

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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.

Item Type: Article
Keywords: Food Wastage | Generativity | Consumption Value | Pro-Social Attitude | Sustainability
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 17 Mar 2023 05:02
Last Modified: 07 Nov 2023 07:02
Official URL: https://doi.org/10.1080/09669582.2023.2187741
URI: https://pure.jgu.edu.in/id/eprint/5700

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