Processes in the Formation of Consumer Intensions on Food Waste Reduction: Focus on the Impacts of COVID-19

Abstract

　In Japan, approximately 5.7 million tons of food waste occurs annually, 46% of which is generated from households.　Therefore, it is important to raise consumer awareness and encourage actions to reduce food waste.　However, behavioral change is not easy because consumer decisions and actions toward food waste are influenced by factors related to their cognitive, economic and social conditions.　Furthermore, since the pandemic of COVID-19, restrictions on socio-economic activities may have caused changes in consumer awareness and behavior towards food waste in Japan.

　Therefore, the purpose of this research was to clarify processes in the formation of consumer intensions in food waste reduction by focusing on the impacts of COVID-19.　Covariance structure analysis was applied to the results of WEB questionnaire surveys of consumers.　We obtained the following analytical results.

　First, we clarified that consumer behavior of food waste reduction was affected by lifestyle, dietary orientation, social capital and awareness of food waste.　Secondly, it became clear that evaluation of social norms strongly contributed to the formation of altruistic behavior (involving others) in loss reduction.　Thirdly, the impacts of the epidemic on consumer intensions on food waste reduction were different.　In particular, differences in dietary habits, lifestyle and dietary orientations produced differences in responses to the spread of infectious diseases.

　Therefore, to promote food waste reduction, it is necessary to work on improvements in consumer internal factors (changes in lifestyle, food orientation and altruism) and social capital that is linked to behavioral intentions, as well as working to improve cognition.　In addition, it is important to have discussions based on the fact that consumers have different reactions to social factors (such as the impacts of COVID-19).

JEL Classification:D11, O10