Food waste avoidance behavior: How different are generation Z travelers?
File version
Author(s)
Goel, Pooja
Nunkoo, Robin
Sharma, Anuj
Rana, Nripendra P
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
Size
File type(s)
Location
License
Abstract
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.
Journal Title
Journal of Sustainable Tourism
Conference Title
Book Title
Edition
Volume
Issue
Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note
This publication has been entered in Griffith Research Online as an advanced online version.
Access the data
Related item(s)
Subject
Tourism
Human geography
Science & Technology
Social Sciences
Green & Sustainable Science & Technology
Hospitality, Leisure, Sport & Tourism
Science & Technology - Other Topics
Persistent link to this record
Citation
Sharma, N; Goel, P; Nunkoo, R; Sharma, A; Rana, NP, Food waste avoidance behavior: How different are generation Z travelers?, Journal of Sustainable Tourism, 2023