Primjena teorije planiranog ponašanja u objašnjenju potrošačeve namjere smanjivanja otpada koji nastaje od hrane

master's thesis

• Title (english): Application of the theory of planned behavior in explaining consumer's intention to reduce food waste
• Author: Paula Zadravec
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Bacanje hrane stvara negativan utjecaj na život na Zemlji i rezultira nefunkcionalnim te dugoročno neodrživim korištenjem resursa koji su potrebni u njenoj proizvodnji. Činjenica je da jedna trećina hrane godišnje bude potraćena u cijelom svijetu, a tome najviše pridonosi kućanstvo koje je zaslužno za većinu nastalog otpada. Na smanjenje otpada koji nastaje od hrane mogu utjecati različiti akteri poput državnih vlasti, organizacija i krajnjih potrošača. Zbog toga je važno provoditi istraživanja kojima se nastoji jasnije razumjeti što dovodi do takvog ponašanja i time potaknuti primjerene inicijative koje će sudjelovati u rješavanju problema. U ovom radu istraživali su se čimbenici koji utječu na namjeru smanjivanja otpada koji nastaje od hrane u kućanstvu, a za to se koristila proširena teorija planiranog ponašanja. Istraživanje je provedeno na uzorku od 135 ispitanika koji su odgovarali u kojoj mjeri se slažu s tvrdnjama vezanim uz stav prema bacanju hrane, subjektivnu normu, percipiranu kontrolu ponašanja, osjećaj krivnje te znanje o problematici otpada koji nastaje od hrane. Rezultati su pokazali kako svi čimbenici pozitivno utječu na namjeru ponašanja. U najvećoj mjeri povoljno utječe stav, a nakon njega je najznačajnija percipirana kontrola ponašanja. Osjećaj krivnje i subjektivna norma su po jačini utjecaja također iznad srednje vrijednosti 4, dok je znanje jedino koje više naginje prema indiferentnosti.

Abstract (english)

Food waste creates a negative impact on life on Earth and results in a dysfunctional and long-term unsustainable use of the resources required for food production. It is a fact that every year one third of the food is globally wasted and household contributes the most to it. The reduction of food waste can be influenced by several actors such as government authorities, organizations and consumers. That is why it is important to make researches, try to understand more what leads to such behavior, and thus encourage appropriate initiatives that will participate in solving the problem. This thesis explores the factors that are influencing the intention to reduce food waste in the household and for this purpose, the extended theory of planned behavior was used. The research was conducted on a sample of 135 respondents who answered to what extent they agree with the statements related to the attitude towards food waste, subjective norm, perceived behavioral control, feeling of guilt and knowledge about the food waste problem. The results showed that all factors have a positive effect on behavioral intention. Attitude has the greatest positive influence, followed by perceived behavioral control. The feeling of guilt and the subjective norm are also above the mean value of 4, while knowledge is the only one that leans more towards indifference.

• Keywords: otpad od hrane; teorija planiranog ponašanja; znanje; osjećaj krivnje; kućanstvo
• Keywords (english): food waste; theory of planned behavior; knowledge; guilt; household
• Language: croatian
• URN:NBN: urn:nbn:hr:148:021105
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-10-03 09:40:41