THE DETERMINANTS OF CONSUMERS'FOOD .ifr WASTE BEHAVIOR IN BATTICALOA MANMUNAI NORTH DIVISIONAL SECRETARIAT AREA

Abstract

Every year a huge amount of food is wasted from food production till is consumption. The activity of food waste has become a daily routine practice and a huge portion of this loss is contributed by the consumers all around the world. Researcher observed that such a problem exists in the Batticaloa Manmunai north Divisional Secretariat area. This study has been done to get a clear explanation about this. In this concepts, the main objective of this study is to identify the influence of Environmental concern, Time pressure on Attitude toward food waste, and influence of Attitude toward food waste, Injunctive norms, Moral nonfans, Perceived behavioral control on Intention not to waste food, and influence of Intention not to waste food on Food waste behavior. In order to achieve this objective, primary data were collected from 48 Grama Nilathari Divisions of Batticaloa Manmunai North Divisional Secretariat. A total of 289 completed questionnaires were gathered, representing 73.35% response rate, using stratified random sampling method. The collected data has been analyzed by using Univariate, bivariate and multivariate analyses. The finding indicated that, among eight variables six variables have high level, and two variables have moderate level in Batticaloa. Manmunai North Divisional Secretariat area. In addition to these, finding revealed that there is a strong positive, negative and significant relationship between independent and dependent variables. And also the results showed that Attitude toward food waste was significantly influence by Environmental concern and time pressure. Intention not to waste food was significantly influenced by attitude toward food waste, injunctive norms, moral norms, perceived behavioral control. Food waste behavior was significantly influence by Intention not to waste food. Government, Marketers, and policy makers should develop effective strategies to increase intention to reduce food waste