Analysis of Influencing Factors of Food Waste and Design of Intervention Path Based on MOA Model

CHENG Wenting; ZHANG Yuyao; HUANG Liang; YANG Sisi; YIN Zhelin; LIAO Qinxian

doi:10.19554/j.cnki.1001-3563.2026.08.009

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (8) : 97-112. DOI: 10.19554/j.cnki.1001-3563.2026.08.009

Industrial Design

Analysis of Influencing Factors of Food Waste and Design of Intervention Path Based on MOA Model

CHENG Wenting^a, ZHANG Yuyao^a, HUANG Liang^b, YANG Sisi^a, YIN Zhelin^a, LIAO Qinxian^a

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Abstract

Food waste is a significant global economic, environmental and social issue, among which the waste of fruits and vegetables accounts for 54% of the total food waste due to their high perishability. The work aims to clarify the preconditions of consumers' behavior behind the waste of fruits and vegetable from the perspective of behavioral science, and promote the behavioral transformation of users by proposing corresponding design paths, so as to a reference for reducing food waste and achieving sustainable development goals. Firstly, using LDA topic modeling, the relevant literature was text-mined to obtain 11 main themes that affected the waste behavior. Secondly, the MOA (Motivation-Opportunity- Ability) model was introduced, and the 11 themes were divided into three core dimensions to construct an influencing factor model of consumers' fruit and vegetable waste behavior, propose hypotheses and conduct empirical analysis to test the model, and obtain significant factors and their coefficient sizes. Based on the significant factors calculated, design intervention paths were proposed and corresponding design strategies and plans were generated. The study showed that motivation, opportunity, and ability were important factors influencing the fruit and vegetable waste behavior; among them, the ability dimension (β=0.209) dominated behavior change, the consumption lifestyle (β=0.301) revealed the hub position in the opportunity dimension, and the social responsibility awareness (H3) had an insignificant impact, revealing the "values - behavior" gap phenomenon. Based on this, this article reveals the multi-dimensional influence of consumers' behavior on fruit and vegetable waste, and proposes three design intervention paths: knowledge tool visualization, behavior habit cultivation, and immediate decision guidance. At the theoretical level, it provides reference for decision-making in the design process.

Key words

food waste / consumers' behavior / influencing factors / MOA model / design intervention

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CHENG Wenting, ZHANG Yuyao, HUANG Liang, YANG Sisi, YIN Zhelin, LIAO Qinxian. Analysis of Influencing Factors of Food Waste and Design of Intervention Path Based on MOA Model[J]. Packaging Engineering. 2026, 47(8): 97-112 https://doi.org/10.19554/j.cnki.1001-3563.2026.08.009

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