This study aims to propose a model of consumer intention to reduce food waste. It uses norm activation theory and includes lack of food waste concern as an important barrier. The effect of nudging on the model variables is also examined.
This study reports on results of an online questionnaire-based survey aimed at the youth segment. A total of 716 final questionnaires were obtained to test the model.
The findings show that lack of food waste concern is a trigger variable that limits food waste reduction intention. Nudging can be used to reduce food waste directly, as well as indirectly through increased ascription of responsibility and personal norms. Furthermore, nudging helps to mitigate lack of food waste concern.
This study used a cross-sectional design, whereas a longitudinal one would enrich its results. Future research should integrate both intention and actual behavior to reduce food waste, with nudging as a key factor in bridging this gap, since it is a valuable tool in social marketing to influence consumer behavior. Besides, some demographic control variables were considered, so in future research other control variables could be included for a better understanding of the conceptual model. It is also suggested to replicate this study beyond the youth segment and measure nudges with other types of methodologies (e.g. experiments and field studies).
Norm activation theory effectively explains young people’s intentions to reduce food waste, with lack of concern as a key factor. Furthermore, social marketing and nudging strategies can foster pro-environmental and pro-social values, increasing awareness and personal responsibility.
Consumers and institutions must raise awareness among young people about the consequences of food waste as a key factor for waste reduction. Social marketing strategies using nudges appear promising. Institutional collaboration is essential to change young consumers’ habits.
The role played by lack of food waste concern in young consumers’ food waste-related behavior is of central concern, and nudging strategies mitigate this effect.
