Prosocial attitudes and consumption values mediate the relationship between generativity and food waste avoidance behavior.
Authors
Anuj Sharma, Professor, Jindal Global Business School, O. P. Jindal Global University, Sonipat, Haryana, India.
Nitika Sharma, International Management Institute New Delhi, India.
Pooja Goel, Shaheed Bhagat Singh College, University of Delhi, Delhi, India.
Robin Nunkoo, Department of Management, University of Mauritius, Reduit, Mauritius; School of Tourism and Hospitality, University of Johannesburg, Johannesburg, South Africa; Griffith Institute for Tourism, Griffith University, Gold Coast, Australia; Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark; Kyung Hee University, Campus, 26 Kyungheedae-ro, Dongdaemun-gu, South Korea.
Nripendra P. Rana, Professor, Jindal Global Business School, O. P. Jindal Global University, Sonipat, Haryana, India.
Summary
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.
Published in: Journal of Sustainable Tourism
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