Attitudes and Subjective Norms Predicting Perceived Behavioral Control of Food Waste Reduction: Evidence from the Kurdistan Region Using the Theory of Planned Behavior.

Abstract

Food waste has become a pressing global sustainability challenge, reflecting both environmental degradation and inefficient resource utilization. This study explores the relationships between attitudes, subjective norms, and perceived behavioral control (PBC) toward food waste reduction in the Kurdistan Region of Iraq, guided by the Theory of Planned Behavior (TPB). A quantitative approach was applied using an online survey of 205 respondents from Duhok City, employing a convenience sampling technique. Data were analyzed using SPSS version 26 through descriptive statistics, reliability and validity tests (Cronbach’s alpha, KMO, and Bartlett’s test), and multiple regression analysis. The results revealed that attitudes (? = 0.46, p < .001) and subjective norms (? = 0.30, p < .001) significantly influence perceived behavioral control (R² = 0.314), indicating that moral attitudes and social influence are key predictors of individuals’ perceived capacity to reduce food waste. The study confirms the applicability of the Theory of Planned Behavior in understanding food waste reduction–related perceptions in emerging economies and highlights the importance of public education, social campaigns, and household awareness programs. The findings provide valuable insights for policymakers, educators, and environmental organizations seeking to foster behavioral change and sustainability in the Kurdistan Region of Iraq.