Investigating consumers' behavioral intentions toward suboptimal produce: an extended theory of planned behavior – a cross-cultural study

Purpose This study extends the theory of planned behavior (TPB) through the inclusion of motivating variables for suboptimal produce preference (i.e. environmental concern, food waste awareness, and familiarity), and demotivating variables (i.e. health consciousness and risk perception) to investigate behavioral intentions toward suboptimal produce. Design/methodology/approach A quantitative research methodology using the online survey technique...