Measurement of consumer awareness of food waste : construct development with a confirmatory factor analysis

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Rasool , S , Cerchione , R , Salo , J , Ferraris , A & Abbate , S 2021 , ' Measurement of consumer awareness of food waste : construct development with a confirmatory factor analysis ' , British Food Journal , vol. 123 , no. 13 , pp. 337-361 . https://doi.org/10.1108/BFJ-02-2021-0160

Title: Measurement of consumer awareness of food waste : construct development with a confirmatory factor analysis
Author: Rasool, Shahid; Cerchione, Roberto; Salo, Jari; Ferraris, Alberto; Abbate, Stefano
Contributor organization: Department of Economics and Management
Marketing
Doctoral Programme in Food Chain and Health
Date: 2021-09-21
Language: eng
Number of pages: 25
Belongs to series: British Food Journal
ISSN: 0007-070X
DOI: https://doi.org/10.1108/BFJ-02-2021-0160
URI: http://hdl.handle.net/10138/334819
Abstract: Purpose This study aims to examine the role of hunger, environmental, economic, landfill and water shortage concerns as significant dimensions of consumer social awareness marketing in socially responsible plate food consumption. Design/methodology/approach To carry out their purpose, the authors validate the hypothesized model empirically through data from 1,536 households using structural equation modeling (SEM). In particular, the construct measures of the structural model have been tested by confirmatory factor analysis (CFA). Findings The outcome the authors came up with is coherent with the hypothesized model, and it proves a positive relationship of the five dimensions identified on consumer awareness. Moreover, the study results show the crucial role of landfill and water shortage concerns in measuring consumer awareness. Practical implications These findings may be of interest to practitioners, academics and policymakers for socially responsible food consumption guidance and training for planning consumer awareness programs. More in detail, this study offers the indication that the dimensions of the social consumer awareness construct are differing from commercial consumer awareness. Originality/value Even though several previous studies have addressed the concept of consumer awareness concerning product and service purchase decisions, this is one of the first research studies on consumer awareness as a multidimensional construct in social marketing studies domain.
Subject: Consumer awareness
Food consumption
Food waste
Social marketing
Structural equation modeling (SEM)
Sustainability
ENVIRONMENTAL AWARENESS
PERCEIVED VALUE
FRESH-WATER
PLS-SEM
CONSUMPTION
BEHAVIOR
LOSSES
WILLINGNESS
ORIENTATION
VALIDATION
4111 Agronomy
415 Other agricultural sciences
416 Food Science
Peer reviewed: Yes
Rights: cc_by
Usage restriction: openAccess
Self-archived version: publishedVersion


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