Journal
JOURNAL OF CONSUMER AFFAIRS
Volume 54, Issue 4, Pages 1246-1269Publisher
WILEY
DOI: 10.1111/joca.12328
Keywords
food waste; religion; sustainability
Funding
- College of Health Sciences JumpStart Award, Arizona State University
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Food waste is a problem worldwide, but solutions have yet to adequately incorporate consumers' core values-values which are often rooted in religion. Study 1 shows that restrictive religious norms (e.g., rules about food consumption, fasting) lead to greater food waste, whereas supportive religious norms (e.g., sharing food) lead to reduced food waste. Study 2 replicates prior findings and rules out competing explanations. Study 3 manipulates marketing messaging to show that consumers with higher (lower) levels of religiosity are more likely to reduce food waste with a prevention (promotion) framed message partnered with environmental reasoning or a promotion (prevention) framed message partnered with people-based reasoning. Implications for marketers, consumer advocacy groups, and policy makers desiring to reduce food waste are provided.
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