Message processing and behavioral intentions towards Food Waste Prevention and Reduction
This research is being conducted as a master’s thesis for the fulfillment of the Joint International Master’s Programme in Sustainable Development at the University of Graz, Austria. Specifically, this research is a case study on Austrian households that seeks to evaluate to what extent message processing variables and attitudes towards food waste have an influence on household’s behavioral intentions towards food waste prevention and reduction (FWPR). These message processing variables include self-reported levels of environmental knowledge and concern, as well as perceived benefit and effectiveness of one’s pro-environmental actions. This research applies the framework of the Elaboration Likelihood Model (ELM) of persuasion which theorizes that the way individuals process and understand information can be indicative to whether a change in attitude may occur. This research also applies the Theory of Planned Behavior (TPB), which is a widely used framework to investigate and explain food waste behavior. Data from this research was collected using LimeSurvey, an online survey tool provided by the University of Graz.
The findings of this research aim to contribute to the growing knowledge on food waste behavior, as well as developing strategies that lead to sustained FWPR behavioral change. Concretely, as part of the ToNoWaste project landscape, this research is being conducted in collaboration with Zero Waste Austria and will contribute to informing the design of future FWPR interventions and actions.
This research is currently in the phase of data analysis and will be completed before the end of 2024.
TOWARDS A NEW ZERO FOOD WASTE MINDSET BASED ON HOLISTIC ASSESSMENT
Ongoing | 2022-2027
- Main funding source
- Horizon Europe (EU Research and Innovation Programme)
- Geographical location
- Spain, Austria, Netherlands, Sweden, Greece