The effects of self-efficacy and collective efficacy on customer food waste reduction intention: the mediating role of ethical judgment

Purpose This study aims to (1) examine the effects of restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction on their food waste reduction intention (FWRI), and (2) explore the mediating role of customer ethical judgment toward restaurant food waste reduction behavior in the relationship between efficacy and food waste reduction intention. Design/methodology/approach Data were collected through an online survey. The responses from 428 US restaurant customers were used for data analysis. Partial least squares structural equation modeling (PLS-SEM) was employed to examine the path effects. Findings The study found that restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction positively influenced their FWRI. These relationships were mediated by customers’ ethical judgment. Practical implications Restaurant practitioners are recommended to allocate resources to food waste reduction programs and make customers aware of the efforts they have dedicated. Customer FWRI can be increased if they judge such initiatives as highly ethical. The restaurant practitioners should also be aware of the distinct associations between customer self-efficacy and perceived collective efficacy and their ethical judgment. Originality/value This is the first study to discuss the roles of customer self-efficacy, perceived collective efficacy and ethical judgment toward food waste reduction in determining FWRI. The proposed framework enriches social cognitive theory and self-regulation theory. The results especially underscore the mediating role of customers’ ethical judgment.