Religiosity and food waste reduction intentions: A conceptual model

Are religious consumers less wasteful? If so, to what extent and by what mechanisms does religiosity motivate consumers to reduce food waste? To address these questions, this study proposes a conceptual model and evaluates it empirically using PLS‐SEM and data from 583 consumers. The results reveal that religiosity encourages food waste reduction. Specifically, religiosity is positively related to consumer attitudes, activism and personal and subjective norms to reduce food waste. Consumers’ activism and personal norms are significant mediating mechanisms that convey the impact of religiosity on food waste reduction intentions. Interestingly, however, consumers’ attitudes and subjective norms show no significant effects on their food waste reduction intentions. In addition, perceived behavioural control (PBC) appears to be an important determinant of consumer intentions, but it plays a direct role rather than a moderating role. These results extend the previous literature by (a) proposing novel intervening mechanisms to explain the understudied religiosity‐consumer behaviour relationship and (b) shedding light on the controversy regarding the additive versus moderating effect of PBC. Ultimately, this study provides a basis for religious‐based interventions for policy makers and marketers as well as ideas to motivate food waste reduction at the consumer level.