School of Management, Jilin University, 5988 Renmin Street, Changchun, 130022, PR China.
School of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun, 130022, PR China.
Appetite. 2021 May 1;160:105092. doi: 10.1016/j.appet.2020.105092. Epub 2020 Dec 30.
In China, approximately half of total food waste is generated from the foodservice sector, which largely results from irresponsible consumer behavior when ordering food. Therefore, the purpose of this study was to better understand and intervene in Chinese consumers' ordering behavior in restaurants, ultimately contributing to minimizing food waste in China. Thus, the current study proposed a comprehensive model which incorporated habitual processes (individual ordering habits) and situational constraints (interventions from waiters) into the original theory of planned behavior (TPB) and the norm-activation (NAM) theoretical framework. This comprehensive model was tested on a sample of 527 consumers from Mainland China and was compared with the more mature models: TPB, NAM, and a combined model of both. Results showed that the comprehensive model explained the highest degree of variation in over-ordering behavior. Individual ordering habits and interventions from the waiter were proven to be crucial in understanding the complicated decision-making process of ordering foods in restaurants. Based on the model, implications for research and practice are also discussed.
在中国，大约有一半的食物浪费来自于餐饮服务业，这主要是由于消费者在点餐时不负责任的行为造成的。因此，本研究旨在更好地了解和干预中国消费者在餐厅的点餐行为，最终有助于减少中国的食物浪费。因此，本研究提出了一个综合模型，将习惯性过程（个人点餐习惯）和情境约束（服务员的干预）纳入到计划行为理论（TPB）和规范激活（NAM）理论框架中。该综合模型在中国大陆的 527 名消费者样本上进行了测试，并与更成熟的模型（TPB、NAM 和两者的组合模型）进行了比较。结果表明，综合模型解释了过度点餐行为的最大变化。个人点餐习惯和服务员的干预被证明是理解餐厅点餐这一复杂决策过程的关键。基于该模型，还讨论了研究和实践的意义。
