This paper aims to investigate the impact of messaging campaigns in university dining halls on students’ food consumption behaviours and intention not to waste (IW) food.
Grounded in the theory of planned behaviour and the norm activation model, the study uses a mixed-method approach for two distinct studies. Study 1 is an experimental eye-tracking study involving 46 participants, measuring fixation duration and fixation count to assess attention on messaging campaigns. Study 2 uses structural equation modelling as a quantitative method to understand the key behavioural factors.
The findings indicate that food taste and moral norms positively impact the IW food. Additionally, an educational campaign mediates between the IW food and food waste behaviour (FWB). The study demonstrates that educational campaigns positively contribute to waste reduction, highlighting the need for awareness efforts in institutional dining settings.
The findings suggest that a combination of environmental modifications and targeted behavioural interventions can be implemented for meaningful and eternal change. The study contributes to sustainability in higher education through empirical evidence on students’ FWB within university dining halls, contributing to SDG 12.3. Universities and policymakers should focus on enhancing food quality along with interactive and immersive educational campaigns to promote a culture of sustainability and consumption.
By expanding the understanding of food waste reduction strategies, this study offers a framework for shaping consumer food choices within university settings, providing valuable implications for institutional sustainability efforts and policy development. Eye-tracking technology was used to assess students’ visual attention towards awareness campaign (AC) messages and optimize AC message design.
