Abstract
The increasing rate of food waste is becoming a threat to realizing Sustainable Development goal 2 by 2030. A significant portion of food is wasted along the entire food supply chain, resulting in adverse economic, ecological and social consequences. Inferring from the norm activation model (NAM), the study investigates the influence of benefits awareness, lack of concern and personal norm on households' food waste reduction intention. Gathering research data via an online survey in Jiangsu province in China, a total sample of 408 responses were analyzed using structural equation model. It was found that the extended NAM model developed is more appropriate for assessing food waste reduction intention with a significant improved explanatory potential from 32.0 to 52.0%. Households' awareness of consequences was established to have a positive effect on ascription of responsibility, and they both impact personal norm positively. Personal norm influences food waste reduction intention positively. Again, the awareness of the benefits for reducing food waste affects households' intention to reduce food waste positively. Lack of concern for food waste negatively affects their personal norm and food waste reduction intentions. These findings furnish valuable insights for future campaigns to educate people and influence their moral norms toward the importance and involvement in achieving Sustainable Development Goals related to food waste.