THE EFFECT OF ATTITUDE, PERCEIVED BEHAVIOURAL CONTROL AND SUBJECTIVE NORMS ON THE INTENTION TO REDUCE FOOD WASTE: MALAYSIAN PUBLIC UNIVERSITY STUDENT’S PERSPECTIVE

Abstract

The purpose of this paper is to examine effect of attitude, perceived behavioural control and subjective norms on the intention to reduce food waste among students of Malaysian public universities, within the frame work of the Theory of Planned Behaviour. Moreover, three more variables which are environmental concern, peer influence, and self efficacy are included in the research to extend the proposed model. These variables are proposed to measure student’s sustainability knowledge and their behavioural consequences. Thus, the current research, using a structured questionnaire, aims to identify the effect of attitude, perceived behavioural control and subjective norms on the intention to reduce food waste. The population of this study was are public universities student in Malaysia. According to Statista 2024, there are approximately 687,000 public university students in Malaysia and the unit of analysis was students above the age of 18 years, include Bumiputera, Chinese, Indians, non- Malaysians and others. Data were collected from 119 public university students through online survey and analyzed using and analyzed using PLS SEM software. Perceived behavioral control and subjective norms were significant predictors of students’ intention to reduce food waste, while attitude alone did not predict intention. Self- efficacy strongly influenced perceived behavioral control, and peer influence significantly shaped subjective norms. Environmental concern positively influenced attitude but did not directly translate into intention without supportive social and control factors. Universities should focus on capacity building like food planning workshops and storage tutorials to enhance student’s self efficacy and perceived control over waste reduction. Peer led sustainability campaigns and visible social norms like zero waste ambassadors can reinforce positive behaviors. Additionally, providing convenient infrastructure such as clearly labeled waste bins and composting stations will help translate intentions into action. This study the Theory of Planned Behavior by integrating environmental concern, peer influence, and self efficacy within a public university context, an area underrepresented in Malaysian research. It challenges the conventional assumption that attitude alone drives sustainable behavior, demonstrating the overriding importance of social and control factors. The findings inform targeted interventions for campus waste reduction and contribute novel insights into how psychosocial variables intersect in higher‐education settings.