TY - JOUR
T1 - Is it godly to waste food? How understanding consumers' religion can help reduce consumer food waste
AU - Minton, Elizabeth A.
AU - Johnson, Kathryn A.
AU - Vizcaino, Maricarmen
AU - Wharton, Christopher
N1 - Publisher Copyright:
© 2020 American Council on Consumer Interests
PY - 2020/12/1
Y1 - 2020/12/1
N2 - 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.
AB - 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.
KW - food waste
KW - religion
KW - sustainability
UR - http://www.scopus.com/inward/record.url?scp=85090960944&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85090960944&partnerID=8YFLogxK
U2 - 10.1111/joca.12328
DO - 10.1111/joca.12328
M3 - Article
AN - SCOPUS:85090960944
VL - 54
SP - 1246
EP - 1269
JO - Journal of Consumer Affairs
JF - Journal of Consumer Affairs
SN - 0022-0078
IS - 4
ER -