TY - JOUR
T1 - The effect of self-conscious emotions of guilt and regret on consumers’ intentions to reduce food waste
AU - Chakraborty, Debarun
AU - Mattila, Anna S.
N1 - Publisher Copyright:
© 2024 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - The study explores the role of guilt and regret in influencing consumers’ food waste intentions and behaviors in India. We conducted a longitudinal study spanning May–September 2022 and August–December 2023. Study 1 indicates a negative association between regret and the intention to reduce waste, while Study 2 found a positive association. Felt guilt significantly influenced the intention to reduce waste in both studies. This study aims to inform interventions and policies that promote sustainable consumption by uncovering the psychological factors influencing food waste. Waste reduction is consistently motivated by guilt in various restaurant settings, and the impact of regret improves over time. Based on our findings, it is evident that emotional responses are highly individualized, but various situational factors also influence consumer responses. This study highlights the need for customized interventions to address consumer emotions about food waste. Developing practical strategies that can effectively address emotional triggers, increase consumer awareness, and close the gap between intention and behavior is essential. By considering our findings, stakeholders can develop impactful campaigns and policies that encourage sustainable food practices and reduce waste, thereby cultivating a more sustainable food system.
AB - The study explores the role of guilt and regret in influencing consumers’ food waste intentions and behaviors in India. We conducted a longitudinal study spanning May–September 2022 and August–December 2023. Study 1 indicates a negative association between regret and the intention to reduce waste, while Study 2 found a positive association. Felt guilt significantly influenced the intention to reduce waste in both studies. This study aims to inform interventions and policies that promote sustainable consumption by uncovering the psychological factors influencing food waste. Waste reduction is consistently motivated by guilt in various restaurant settings, and the impact of regret improves over time. Based on our findings, it is evident that emotional responses are highly individualized, but various situational factors also influence consumer responses. This study highlights the need for customized interventions to address consumer emotions about food waste. Developing practical strategies that can effectively address emotional triggers, increase consumer awareness, and close the gap between intention and behavior is essential. By considering our findings, stakeholders can develop impactful campaigns and policies that encourage sustainable food practices and reduce waste, thereby cultivating a more sustainable food system.
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U2 - 10.1080/09669582.2024.2406532
DO - 10.1080/09669582.2024.2406532
M3 - Article
AN - SCOPUS:85204697463
SN - 0966-9582
JO - Journal of Sustainable Tourism
JF - Journal of Sustainable Tourism
ER -