A conceptual framework: a social cognitive theory to determine Malaysian consumer of food waste behavioural intention in the hospitality and food service sector / Nadzirah Maripat

The study on food waste behaviour is lacking in social theories. Since food waste prevention and management is a manifestation of behavioural change and pro-environmental behaviour change, this field may be proposed by the other's implementation of behavioural theories and frameworks. Although Malaysians have a high awareness of the cause and effect of food waste, they lack action to reduce food waste. In the hospitality and food service sector, the issue of food waste management has a major impact and will affect the profit and cost of the industry. Consumer’s attitude and behaviour to reduce food waste is an effective way of promoting sustainable practice. The consumer can play a significant role in monitoring and suggesting the best strategies to deal with food waste. This article proposes a conceptual framework adopted from social cognitive theory that may be used to understand the strategies to find out an individual’s food waste behavioural intention in the hospitality and food services sector. Based on the framework, self-efficacy acts as a mediator factor known as a personal factor that can affect the consumer’s behaviour, which is the feeling of guilt towards food waste and subsequently leads to positive behavioural intention towards food waste. The article is survey-based research that uses an online survey questionnaire to Malaysian consumers who have eaten in restaurants. The finding predicts to provide knowledge in the hospitality and food services sector by investigating the variables that lead to the food waste behavioural intention among Malaysian consumers.