消费者食物浪费行为影响因素分析——基于计划行为理论的视角

Analysis on the influencing factors of consumers’ wasting food behaviors:Based on the theory of planned behaviors

巨大的食物浪费会造成严重的环境、社会和经济后果,阻碍社会的发展。消费者是食物浪费产生的主要原因,为了有效减少食物浪费,就必须了解消费者食物浪费行为的影响因素。基于计划行为理论,利用961个消费者的调查数据,从食物和环境相关行为两个角度,分析消费者食物浪费行为,探讨消费者食物浪费行为的影响因素。结果表明,消费者食物浪费量较大,占总食物量的16.52%。一般态度、金钱态度、环境态度、主观规范、个人规范和知觉行为控制均显著正向影响消费者减少食物浪费意愿,其中,环境态度对减少浪费意愿的影响最大,其次是食物浪费的一般态度和知觉行为控制,个人规范影响最小。而减少食物浪费意愿则显著负向影响消费者的食物浪费行为。因此,为有效减少食物浪费,提出加强沟通宣传、改变消费者对食物浪费的行为态度;规范相关条例制度、强化消费者减少食物浪费的规范;同时加强相关培训教育、提高消费者对食物浪费行为的知觉行为控制的建议。

Huge food waste can cause serious environmental,social and economic consequences and hinder the development of society.Consumers are the main causes of food waste.In order to effectively reduce food waste,it is necessary to understand the influencing factors of consumers’wasting food behaviors.Based on the theory of planned behaviors and a survey data of 961 consumers,this paper analyzed consumers’wasting food behaviors of from the perspectives of food and environment related behaviors and explored the influencing factors of consumers’wasting food behaviors.Results show that consumers waste 16.52%of the total food on average,a large amount of food.The general attitude,money attitude,environmental attitude,subjective norms,personal norms and perceived behavioral control of wasting food have significant positive effects on consumers’willingness to reduce wasting food.Among them,environmental attitude has the most significant impact on the willingness to reduce wasting food,followed by general attitude and perceived behavior control.While personal norms have the least significant impact.Willingness to reduce wasting food has significant negative effects on consumers’wasting food behaviors.Therefore,in order to effectively reduce consumers’wasting food behaviors,this paper suggests to strengthen communication and publicity,to change consumers’attitudes towards wasting food,to standardize relevant regulations and systems,to strengthen consumers’norms,to strengthen relevant training and education,and to improve consumers’perceptual behavior control of wasting food.