The amount of food being thrown away despite being in an edible condition has become alarming in countries with populations with medium and high incomes. Changes in consumer behaviour, such as overbuying, are some of the major impetuses of food waste. This study aimed to examine the relationship between food waste and social media usage, neuroticism, and impulse buying. The mediating role of impulse buying and the moderating role of neuroticism on food waste during the coronavirus (COVID-19) pandemic were also uncovered in this study. A self-administered online survey was distributed to a total of 274 consumers who had experienced a lockdown during the COVID-19 outbreak and were also regular buyers of food. Empirical findings supported the fact that social media usage, neuroticism, and impulse buying were positively related to food waste. Impulse buying mediates the relationship between social media usage and food waste, as well as between neuroticism and food waste. The study results also revealed that neuroticism positively moderates the relationship between social media usage and food waste. This paper offers new insights into efforts for sustainable food consumption to tackle the issue of food waste.

Research Aims: To examine the intrinsic and extrinsic factors affecting consumers’ attitudes toward Japanese-made frozen foods and, hence, consumers’ purchasing behaviour. Design/Methodology/Approach: Consumers who were aware of Japanese-made frozen foods were the sample chosen. Convenience sampling plus a cross-sectional, self-administered online survey questionnaire collected data from 307 participants. Research Findings: Findings showed that brand reputation, halal label, convenience, and food quality were positively related to attitude towards Japanese frozen food, whereas health consciousness was negatively associated with attitude. Attitudes toward Japanese frozen foods were found to mediate relationships between brand reputation and purchase intention, halal label and purchase intention, and food quality and purchase intention of the foods. Theoretical Contribution/Originality: Given the fierce competition and growth within the frozen food industry, this study advanced the knowledge of Malaysian consumer purchasing behaviour in the context of Japanese frozen foods. Managerial Implication in the South East Asian Context: The mediating role of attitude toward Japanese frozen foods in the relationship between extrinsic and intrinsic product factors and purchase intention among consumers in Malaysia provided valuable insights on foods exported from a predominantly non-Muslim country to a predominantly Muslim country in South East Asia. Research Limitation & Implications: The scope of this study was limited to Malaysians who were aware of Japanese frozen foods. Examining the extrinsic and intrinsic attributes of the foods was crucial because the awareness of and preference for Japanese frozen foods is still low in Malaysia, and there is limited knowledge about the products. Keywords: Extrinsic Factors, Intrinsic Factors, Attitude, Purchase Intention, Japanese Frozen Foods, Malaysia

Generally, frozen food businesses have experienced a huge demand for their products since the pandemic began as consumers were stocking up on frozen foods to reduce close contact with others. The popularity of international food including Japanese food among Muslims and non-Muslims are growing in Malaysia, developing a Japanese cuisine community. However, strong competition in the food industry especially in the frozen food market may not be easy for Japan-made frozen foods to achieve a competitive position in the Malaysian market. Hence, this study aims to investigate the role of intrinsic factors (brand reputation, price perception, Halal label and product information) and extrinsic factors (convenience, health consciousness, food quality and social influence) on attitude towards Japanese frozen food. The findings show that brand reputation, Halal label, and food quality were positively related to attitude whereas, health consciousness was negatively associated with attitude. The outcome of this research is expected to provide insights to Japanese frozen food manufacturers on the appropriate marketing strategies to be adopted to penetrate into the Malaysian frozen food market, which is expanding rapidly at present.