A SURVEY TO IDENTIFY MOTIVATORS AND BARRIERS OF INTENTION TO REDUCE FOOD WASTE AMONG MALAYSIAN HOUSEHOLDS

<jats:p>Food waste is a serious global issue that contributes to the loss of nature and exacerbates environmental degradation. In Malaysia, the effects of food waste have garnered increased attention due to their impacts on the environment and food security. This study adopted a research framework based on the extended theory of planned behaviour to examine factors affecting the intention to reduce food waste and subsequent food waste behaviour among Malaysian households. A total of 397 samples were gathered through a questionnaire survey, and partial least square structural equation modelling was employed for data analysis. The study found that social norms, attitude, and negative emotions significantly and positively influence people’s intention to reduce food waste. Furthermore, cost savings and a healthy diet also positively influence the intention to reduce food waste. Health risk concerns, however, have a negative impact on households’ desire to cut food waste. The findings of this study can provide Malaysian policymakers with a foundation for future decisions aimed at reducing food waste, in line with three United Nations Sustainable Development Goals: Goal 2 (zero hunger), Goal 12 (sustainable consumption and production), and Goal 13 (climate action).</jats:p>