Food waste from 'mobile banquets' in rural China based on the Norm Activation Model
Reducing food waste is an inherent requirement for establishing and implementing a comprehensive food system approach.It is crucial for China's food security strategy and the sustainable development of its agricultural and food systems.In rural China,the persistent issue of food waste associated with 'mobile banquets' has occasionally attracted social attention.However,the lack of rele-vant research has limited the establishment of effective governance mechanisms and the formulation of scientifically grounded preven-tion policies.In view of this,this study constructed a conceptual model of food waste behavior in the context of organizing rural 'mobile banquets' among Chinese rural residents,based on the Norm Activation Model (NAM) framework.This model integrated key elements such as outcome awareness,responsibility attribution,personal norms,and willingness to participate and proposed a series of hypothe-ses accordingly.Using survey data from rural areas across 12 cities in three provinces in northern China,the study employed Structural Equation Modeling (SEM) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) methods to analyze key factors influ-encing rural residents' willingness to reduce food waste during the organization of 'mobile banquets.' The research findings were as fol-lows:① The sample analysis indicated that individual and household characteristics of rural residents were significant factors influenc-ing food waste during the organization of 'mobile banquets.' Specifically,women,households with officials,households without migrant workers,and high-income households were more inclined to reduce food waste when organizing 'mobile banquets.' ② SEM analysis revealed the critical pathways and influencing factors for reducing food waste during rural 'mobile banquets.' It identified responsibili-ty attribution as the core activating variable for food waste in rural 'mobile banquets,' and personal norms as the key factor determining food waste behavior,with the strongest path effect.③ DEMATEL analysis further clarified the relative importance and centrality of each factor within the overall system.It found that personal norms were the key factor linking outcome awareness,responsibility attribu-tion,and willingness to participate,having the most significant impact on the willingness to reduce food waste during 'mobile ban-quets.' Outcome awareness exhibited the highest causality degree in the overall system and was identified as the core driving factor for reducing food waste behavior,with relatively lower intervention costs compared to responsibility attribution.Based on these findings,this paper provides policy recommendations for reducing food waste in rural 'mobile banquets' from three perspectives:sample charac-teristics,driving factors,and model centrality.
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