Protection Motivation and Food Waste Reduction Strategies

“Ugly food” refers to agricultural products that are discarded because their appearance is not attractive, even though nutritional content unaffected. In this study, protection motivation theory (PMT) was applied analyze whether an individual’s awareness of food waste problems affects “ugly purchase intention. Hence, the relationships between problems, threat appraisal (severity and vulnerability), coping (response efficacy self-efficacy), ugly intention were analyzed. Additionally, a moderating effect analysis conducted per consumer age. Descriptive statistical analysis, frequency, SPSS reliability used, including confirmatory factor structural equation modeling, multi-group Amos program. For final 361 samples used. Results showed positively affected severity vulnerability, response efficacy, self-efficacy. Moreover, vulnerability did not. Response self-efficacy age, difference significant. This study has various academic practical implications, presents several strategies reduce contribute sustainable future environment. It also first linking problem, PMT, behavior.