From risk to action: how perceived risks and cultural dynamics drive surplus food purchases in China and Spain

Abstract

Surplus food retailing reduces waste and supports food security; however, cultural differences critically shape consumer behaviors. Combining the theory of planned behavior and risk theory, this study compares the drivers and barriers of purchase intentions for surplus food in China (n = 695) and Spain (n = 535) using multi-group analysis combined with necessary condition analysis. The results highlight that Chinese consumers’ intentions rely on perceived behavioral control (enabled by e-commerce and policies), personal norms and attitudes, whereas Spanish intentions hinge on physical, performance, and financial risk perceptions, with no significant behavioral control effects. The findings challenge one-size-fits-all approaches to food waste reduction, proposing an actionable framework in which China prioritizes digital infrastructure and norm-based campaigns, while Spain targets risk-transparent labeling and trust building. This study advances resource-efficient food systems by prioritizing contextual drivers, offering policymakers a roadmap for aligning surplus food strategies with the United Nations Sustainable Development Goals.