Malaysia, also known as a food haven, is currently facing an excessive food waste problem which poses a threat to the environment. The objective of this research is to study the factors that affect the behavioral intention of Malaysians to reduce food waste. This study employs the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) to better understand the behavioral intention of Malaysians toward reducing food waste. A cross-sectional study was conducted, using 352 self-administered survey questionnaires. Data collected were analyzed through PLS-SEM analysis. The results show that awareness of consequences (AC) and ascription of responsibility (AR) influence personal norms, while attitude, perceived behavioral control, and personal norms (PN) have significant effect on behavioral intention (BI) to reduce food waste. Furthermore, PN partially mediates the relationship between AC and BI as well as AR and BI. This study offers critical insights which will benefit the Malaysian Government, Non-Governmental Organizations (NGOs), and other related parties in recognizing factors influencing the intention to reduce food waste which can be adopted to develop practical solutions to curb food waste in Malaysia.Implications: This study offers critical insights to the Malaysian Government, non-governmental organizations (NGOs), and other related parties in recognizing factors influencing the intention to reduce food waste which can be adopted to develop practical solutions to curb food waste in Malaysia.
This research was conducted to explore the factors affecting Malaysians' application of reduce, reuse and recycle (3Rs) concept in plastic usage. This study adopted variables from the Theory of Planned Behaviour (TPB), namely, attitude, subjective norm and perceived behavioural control and added on two more variables, habit and facilitating conditions to study the plastic usage. Self-administered questionnaires were used to collect the data and analysis done. The results showed that all variables influence the plastic usage behaviour. This research contributes to a better understanding of the relationship between the determinants of behavioural intention of 3Rs application on plastic usage. Through the suggestions of suitable strategies, this research would contribute to reducing environment pollution caused by plastic waste.