Leiden University Student Repository

Hanssen, Marina (2022)

Determinants of Food Waste Separation Intentions: An Examination of Anticipated Emotions and Small-Scale Biodigester Information in an Extended Norm Activation Model

Research master thesis | Psychology (research) (MSc)

This thesis examined factors that influence citizens’ food waste separation intentions through an extended norm activation model (NAM). Extensions comprised the incorporation of anticipated guilt, anticipated disgust, and biodigester information in the model. Citizens of the municipality of Leiden, the Netherlands (N = 168) participated in an experimental survey study. One group of participants completed the survey while keeping their current waste separation options for food waste in mind, other participants received information about small-scale biodigesters and imagined a small-scale biodigester in their neighborhood. Results confirmed that the original NAM is a suitable model for explaining food waste separation intentions. In addition to previous studies, results supported our hypothesis that citizens’ outcome efficacy is positively associated with personal norms. Findings concerning extensions of the NAM were not in line with expectations. Anticipated guilt and anticipated...Show moreThis thesis examined factors that influence citizens’ food waste separation intentions through an extended norm activation model (NAM). Extensions comprised the incorporation of anticipated guilt, anticipated disgust, and biodigester information in the model. Citizens of the municipality of Leiden, the Netherlands (N = 168) participated in an experimental survey study. One group of participants completed the survey while keeping their current waste separation options for food waste in mind, other participants received information about small-scale biodigesters and imagined a small-scale biodigester in their neighborhood. Results confirmed that the original NAM is a suitable model for explaining food waste separation intentions. In addition to previous studies, results supported our hypothesis that citizens’ outcome efficacy is positively associated with personal norms. Findings concerning extensions of the NAM were not in line with expectations. Anticipated guilt and anticipated disgust did not mediate the positive relationship between personal norms and behavioral intentions. Furthermore, outcome efficacy was not higher in participants that imagined a small-scale biodigester in their neighborhood in comparison to participants that did not. Implications regarding these findings are discussed.Show less

food waste

source-segregation

norm activation

outcome efficacy

biodigester

anticipated emotion

construal level theory

Author

Hanssen, Marina

Faculty

Faculty of Social & Behavioural Sciences

Specialisation

Social and Economic Psychology

Supervisors

ter Mors, E.

ECTS Credits

20

Language

en