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Food waste poses significant environmental, economic, and social challenges globally, with Malaysia’s Klang Valley generating approximately 5,000 tonnes of food waste daily which contributing to landfill overflow and greenhouse gas emissions. This study investigates the factors influencing consumers’ food waste reduction behavior in Klang Valley known as a highly urbanized region with a diverse population of 7.2 million. Drawing on the Theory of Planned Behavior, Model of Responsible Environmental Behavior, and Norm Activation Model, the research examines psychological factors (attitudes, subjective norms, perceived behavioral control), environmental knowledge and concern, personal norms, and demographic variables (age, gender, education) as predictors of consumers’ intentions and behaviors to reduce food waste. Using a cross-sectional design, the study will survey 384 residents across 15 strata in Klang Valley via face-to-face interviews, employing stratified random sampling. Data will be analyzed using structural equation modeling (Smart-PLS and SPSS) to test direct and mediating effects of intention and personal norms on waste reduction behaviors. This study suggests that psychological factors, environmental awareness, and personal norms significantly drive sustainable behaviors, with younger, educated consumers potentially leading change. Findings aim to inform targeted interventions, such as educational campaigns and policy incentives, to support Malaysia’s circular economy goals and Sustainable Development Goal 12.3. By addressing consumer behavior, this study seeks to mitigate food waste’s environmental impact, enhance food security, and promote sustainable consumption practices not only in Klang Valley but whole Malaysia.