How to influence food waste behaviour of urban residents? The combined effect of network embeddedness and incentive measures.

Residents' food waste is a key part of environmental sustainability and food security. This study investigates influencing factors in reducing food waste by constructing a conceptual model examining the relationship between network embeddedness (NE) and food waste behaviour (FWB), using questionnaire data from 853 urban residents in eastern China, as well as the moderating role of incentive measures (IMs). We find that NE consists of three dimensions: structural embeddedness, relational embeddedness and functional embeddedness. There is an inverted-U-shaped relationship between structural embeddedness and food waste reduction behaviour, whereas relational embeddedness and functional embeddedness positively correlate with food waste reduction behaviour. Furthermore, IMs significantly strengthen the inverted-U-shaped relationship between NE and food waste reduction behaviour. This article reveals the significance of NE and IMs in influencing FWB, expands the application fields of NE and provides valuable guidance for policymakers to better utilize policy interventions.