Investigating the Impact of Market Perceptions and Cultural Norms on Sustainable Food Consumption: Food Waste Avoidance as a Mediator in Saudi Arabia

Abstract

The purpose of this study is to explore the connection between market stereotyping and cultural norms, with food waste avoidance acting as a mediator in sustainable food consumption. The objective of the current research is to recognize how culture and perceptions affect food habits in Saudi Arabia to avoid food waste sustainably. Data were gathered through questionnaire surveys and included 559 participants. Individuals' relationships according to various structures were viewed regarding mediation effects using the SEM. The analysis found that cultural values are determinants of food waste avoidance behaviors and have direct and positive correlations with green food consumption. In addition, quality marking contributes significantly to food waste avoidance and sustainable consumption growth. The findings of this study indicate that food waste avoidance and sustainability in food intake must be viewed in the context of food culture interventions. According to the current research findings, responsible behavior by individuals is better driven by clear and high-quality product markings. The current study contributes to the literature by combining culture, market perceptions, and food waste avoidance in one sustainable food intake structure in Saudi Arabia.