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Psychological determinants of saving meal behavior

Chen Kai, Ding Meng, Cheng Baodong, Guo Fen

Based on the theory of planned behavior, the study built the concept model of psychological variables on saving meal behavior, and developed the measure instruments of research variables through large sample analysis. Then the structure equation model was applied to explore cause links between psychological variables and saving meal behavior. According to results of the study, both the intention and the perceived behavioral control could exert influence on saving meal behavior, while the perceived behavioral control has more explanation power; both the attitude and the subjective norm have the direct effect on the intention, while the attitude’s impact is more significant. In order to promote the saving meal behavior, management implications are discussed at last.