Consumer Food Waste Behavior among Emerging Adults: Evidence from China

With the aggravation of global climate change, the issue of environmental protection has become the focus of global attention, and countries all over the world have devoted themselves to the sustainable development of resources to reduce the negative impact of the environment on human society. Reducing the resource waste is an important aspect of the sustainable development, among which food waste is a critical part. According to a report of the United Food and Agriculture Organization of the United Nations (FAO), 35% of food is wasted during consumption. Although households are the main contributors to food waste during consumption, the situation in university canteens cannot be ignored. As universities have a high degree of social influence, some policies and activities are piloted in universities, and then, promoted to society after achieving significant results. In future social development, the food waste behavior of consumers at the early stage of adulthood will have a significant impact on society. Therefore, it is necessary to understand the factors that lead to food waste by early adulthood consumers. This study focuses on food waste by end consumers and explores factors in the food waste behavior of the emerging adulthood consumer, which can be used as a reference for improving food waste in schools, governments, and other related industries in the future. The results show that the model of factors influencing the food waste behavior of emerging adulthood consumers established in this study is acceptable. According to the analysis results of the structural equation modeling (SEM), it can be seen that the influences of environmental concerns on the attitude toward behavior, subjective norms, and perceived behavioral control are ranked first, second, and third, respectively. While emerging adulthood consumers have a high degree of independence and self-awareness, schools, governments, media networks, and other related industries also need to establish a more complete system and form of cherishing food, in order to encourage emerging adulthood consumers to change their behavior and attitude spontaneously.