Circular Food Consumption Readiness: An Application of the Motivation, Opportunity and Ability Model

This study empirically explores the factors influencing consumer readiness toward engagement in circular food consumption. A conceptual model based on the Motivation-Opportunity-Ability framework was developed. 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. The results indicated that motivation, opportunity, and ability had positive effects on consumer readiness toward engagement in circular food consumption. Of all the constructs, motivation had the most significant impact on consumer readiness toward engagement in circular food consumption (ß = 0.341; p < 0.001), followed by ability (ß = 0.211; p < 0.001) and opportunity (ß = 0.194; p < 0.001), respectively. Practical and policy implications are proposed based on the study findings.