Surplus food commercialization in China: an attitude-behaviour-context based strategy for food waste reduction in the retail and hospitality sectors

Purpose This study integrates the theory of planned behaviour and attitude-behaviour-context theory to identify determinants (price consciousness, sales proneness and food waste awareness) and barriers (perceived risks) of consumer purchase intentions toward surplus food in two different sectors in China. Specifically, it focuses on the retail sector and on the hotels, restaurants and cafés (here on HoReCa) sector. This distinction is relevant because, while HoReCa consumers prioritize trust and immediacy of consumption, retail shoppers emphasize economic incentives and autonomy. Design/methodology/approach An online survey was administered to a panel of consumers in China who were above 18 years old and responsible for household food purchasing. Respondents (N = 695) were predominantly female, educated to the graduate level, aged 31–49, and in full-time employment. Partial least squares structural equation modeling was chosen for its ability to analyse complex models and support exploratory research in emerging fields like surplus food commercialization. Findings Attitudes and personal norms positively influence surplus food purchase intentions in the retail and HoReCa sectors. Emphasizing economic and environmental benefits and ensuring quality and safety and foster positive attitudes. Social, psychological and financial risks do not significantly impact consumers’ attitudes towards surplus food. Perceived behavioural control enhances purchase intentions in retail but not in HoReCa, likely due to differences in food availability and consumer autonomy. Practical implications To drive acceptance, businesses and policymakers should improve surplus food accessibility in HoReCa, enhance transparency about quality and safety and leverage economic incentives with environmental benefit. There is potential for broader adoption, making these measures crucial for reducing food waste and advancing sustainability development goals. Originality/value This study addresses a gap in understanding motivations and barriers towards surplus food commercialization in China, a context characterized by rapid economic growth, evolving consumer preferences and increasing urgency to address food waste in the retail and HoReCa sectors. Besides, China’s unique cultural norms (e.g. tension between frugality in retail and social status in HoReCa) have been overlooked in prior studies, creating a critical gap in sector-specific strategies.