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Access to this document was granted through an Emerald subscription provided by 405387 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to assess the knowledge of youths concerning food waste as well as to identify factors that influence changes in behaviour concerning food wasted and planning shopping for preventing it. Design/methodology/approach -The data used were collected from a sample of 233 students at Roma-Tre University in Italy. Probit models were specified to identify factors affecting food waste reduction in both pre-shopping and consumption phases. Findings -Results show that the more aware youths are concerning food waste, the more likely they are to reduce leftovers. In contrast, the concern about food freshness increases waste. A greater awareness of the consequences of food wasted increases the likelihood that youths will make a shopping list.Research limitations/implications -The main limitation of the study can be found in the non-probabilistic sampling design used for the collection of data. Practical implications -This study provides information for both social marketers and policy makers. New educational campaigns against food waste should be carried out by providing them with a realistic perception of food waste as well as by teaching young consumers how to recognize the level of freshness of food. Originality/value -This study provides a first insight of the factors that influence food waste reduction as well as the habit of making a shopping list from an individual perspective.

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