Religious values and family upbringing as antecedents of food waste avoidance

Abstract

Consumer intention to avoid food waste is determined by various socio-demographic and psychographic/psychological factors. While many of these factors have been well studied, some remain under-researched. This is the case for religious values and family upbringing that may represent strong antecedents of personal norms towards food waste avoidance. This study tests the role of these factors on a sample (n = 566) of consumers in Poland, a society with strong religious traditions and family ties. The results indicate that religious values play an important role in family upbringing which, by influencing personal social and environmental motives, mediates the effect on personal norms to avoid food waste. This suggests that religious leaders should be engaged in the design of food waste prevention campaigns specifically targeting parents. This is to trigger a cross-generational spillover effect whereby family morals on food waste avoidance are transferred from parents to children and reinforced by religious values.