HOUSEHOLD FOOD DONATIONS IN MALAYSIA: AN INTEGRATED NORM ACTIVATION AND PLANNED BEHAVIOUR APPROACH
HOUSEHOLD FOOD DONATIONS IN MALAYSIA: AN INTEGRATED NORM ACTIVATION AND PLANNED BEHAVIOUR APPROACH

Summary/Abstract: Food insecurity and food waste represent two sides of a global paradox—Hunger Amidst Abundance. Provocatively, the fact that food insecurity exists, given that the global food production exceeds the dietary needs of human population worldwide, necessitates critical examination. The extensive global loss and waste of food contribute not only to the depletion of finite resources but also to significant economic challenges for nations across the world. In Malaysia, households contribute significantly to food waste, with over 8.3 million tonnes discarded annually, including large quantities of edible food goes to waste. Even with its importance, research on food redistribution efforts in Malaysia, especially household-level contributions, remains scarce. Given this context, there is an urgent need to redirect edible food surpluses through systematic redistribution efforts. Reducing food waste, particularly via food bank donations, is among the most effective strategies to alleviate food insecurity. This study investigates the determinants influencing Malaysian households’ intention to donate food surpluses to food banks, integrating the Norm Activation Model (NAM) and the Theory of Planned Behaviour (TPB) to develop a comprehensive framework to scrutinize this phenomenon. Using survey data from 312 households in Malaysia, the study examines the roles of perceived behavioural control, personal and subjective norms, awareness of consequences, and attitudes toward food waste reduction and food donation. Structural equation modelling via SmartPLS reveals that perceived behavioural control, personal norm, and awareness of consequences significantly influence donation intention. Notably, personal norm mediates the relationship between awareness of consequences and donation intention, suggesting that moral obligation activated by environmental awareness drives prosocial behaviour among households. Households’ perceived behavioural control, personal norm, and awareness of food-waste consequences significantly influence their intention to donate food surpluses to food banks.While attitudes toward food waste reduction and food donation are positively correlated, they do not directly influence donation intention, indicating a disconnect between favourable attitudes and actual behavioural intent. This gap highlights the need to explore external barriers that may hinder households from acting on their intentions. The findings underscore the importance of fostering moral norms and environmental awareness to enhance food donation behaviour. They also call for policy interventions and cross-sector collaboration to address logistical and psychological barriers. Future research may incorporate external determinants and observed behaviours to enrich understanding and improve food redistribution practices. This study contributes to the literature on sustainable food management and offers practical insights for policymakers, NGOs, and food banks aiming to mobilize household-level food donations behaviour.

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