Intrinsic motivation strongly affects the readiness toward circular food consumption: evidence from the motivation–opportunity–ability model

Purpose: This study empirically explores the factors that influence consumers’ readiness toward engagement in circular food consumption. Design/methodology/approach: A conceptual model based on the motivation–opportunity–ability (MOA) framework was developed. In addition to all the classical relationships in this theoretical framework, respondents' age and education were added to the model. An online survey was conducted, resulting in an overall sample of 411 Italian participants. Data were statistically analyzed by using partial least squares structural equation modeling (PLS-SEM). Findings: The results indicated that motivation, opportunity and ability had positive effects on consumers’ readiness toward engagement in circular food consumption (CFC). Of all the constructs, intrinsic motivation had the most significant impact on consumers’ readiness toward engagement in CFC. The results also showed that sociodemographic traits—particularly age and gender—significantly influenced consumer readiness toward engagement in CFC. Practical and policy implications are proposed based on the study findings. Originality/value: The study analyzes factors influencing consumers' readiness to engage in CFC. While great attention has been paid toward circular economy (CE) implementation in food consumption, empirical evidences on how to prompt the consumers' readiness toward CFC are still lacking. More specifically, the authors explore for the first time, sociopsychological factors affecting consumers' readiness to reduce, reuse and recycle technical components of food products, using the MOA theory as conceptual model.