Italian Youth and Food Waste: An Application of an Extended Theory of Planned Behavior Model

In reaching the SDG 12.3 target, consumer behavior studies are crucial to better understanding the food waste phenomenon and identifying mitigation strategies. Households’ food waste is influenced by the cultural context as well as by different socio-demographic factors; comparing different generational groups it emerged that young people tend to waste more food. In this study, to explain and predict food waste behavior among young Italian generation, we extend the Theory of Planned Behavior (TPB) by incorporating personal norms. The model, investigated using a Partial Least Square—Structural Equation Modeling (PLS-SEM) and tested separately for generations Y and Z, shows differences across the two samples. The importance of additional factors to increase the predictive power of the TPB model is confirmed in both generations. In fact, personal norms play an important role in mediating the effect of subjective norms on intention. In future analysis, additional factors, such as environmental concern, sustainability self-identity and knowledge will be added.