Research on the Formation Mechanism of Individual Food Waste Behavior from the Perspective of Image Construction

The attention regarding individuals’ external appearance and social identity provides a unique perspective to reveal the cause of their behavior. This study explored the formation mechanism of individual food waste behavior in China from the perspective of appearance image construction and social image construction, especially considering the role of emotion, education level, and body mass index (BMI) in relationship transmission. This study collected data by questionnaire in 133 cities in 32 provinces of China. By using the methods of factor analysis, correlation analysis, and hierarchical regression analysis, the results show that individuals with high need for external appearance image (r = 0.242, p < 0.001) and social image construction (r = 0.31, p < 0.001) are more likely to waste food. In terms of transmission mechanisms, positive emotions (e.g., excitement) (β = 0.104~0.187, 95% confidence interval) and negative emotions (e.g., anxiety and disgust) (β = 0.08~0.177, 95% confidence interval) are the intermediary factors of image construction affecting food waste behavior, and emotional fluctuations can aggravate individuals’ food waste behavior. In terms of interaction effects, BMI significantly positively regulates the predictive effect of image construction on food waste behavior, while the level of education buffers this predictive effect. Finally, relevant policy suggestions are put forward to guide individuals to reduce food waste.