This study investigates the relationship between travelers’ generativity, prosocial attitudes, consumption values, and food waste avoidance behavior. We develop a theoretical model based on the motivation-opportunity-ability theory and tested it using data collected from a sample of Generation Z (n = 389) and older travelers (n = 262) to Delhi, India. Partial-least-squares structural equation model analysis is used as the data analytic tool. The findings indicate that Generation Z travelers report a higher level of generative concerns, prosocial attitudes, and green consumption values, and are more likely to engage in food waste avoidance behavior than older travelers. Generativity and prosocial attitudes are significantly associated with food waste avoidance behavior for Generation Z travelers only. The relationship between consumption values and food waste avoidance behavior is significant for both samples of travelers. Prosocial attitudes and consumption values mediate the relationship between generativity and food waste avoidance behavior. We present the theoretical, practical, and limitations of the study.
Bibliographical noteEpub ahead of print. Published online: 15 Mar 2023
- Food wastage
- Consumption value
- Pro-social attitude