Participants’perception of subjective norms regarding food wastewas measured using two standard TPB items (Ajzen, 1991) at Time 1.Participants were asked,“If I reduced food waste, people who are im-portant to me would...”(1, completely disapprove, 5 = completelyapprove), and“Most people who are important to me think that redu-cing food waste is...”(1 = very undesirable, 5 = very desirable). Thescale had an acceptable level of internal reliability with the Pearsoncorrelation of .7