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The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.

The study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.

The majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.

Examining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.

This study aims to determine and analyze the predictors of food waste reduction intention and behavior among higher education institutions (HEIs) using an extended version of the theory of planned behavior (TPB).

This study empirically tested an extended TPB model through regression analyses using data obtained through an online survey.

Attitude toward food waste reduction, subjective norms, perceived behavioral control and food waste knowledge predicted intention to reduce food waste. Furthermore, the intention to reduce food waste predicted food waste reduction behavior.

The results imply that extending the TPB by adding food waste knowledge significantly predicted food waste reduction intention and behavior.

The study identified factors that predict food waste reduction behavior and suggested ways to influence Filipino students in HEIs to reduce food waste.

The findings support the inclusion of food waste knowledge to the TPB in predicting food waste reduction intention and behavior among students in HEIs.

This study aims to (1) examine the effects of restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction on their food waste reduction intention (FWRI), and (2) explore the mediating role of customer ethical judgment toward restaurant food waste reduction behavior in the relationship between efficacy and food waste reduction intention.

Data were collected through an online survey. The responses from 428 US restaurant customers were used for data analysis. Partial least squares structural equation modeling (PLS-SEM) was employed to examine the path effects.

The study found that restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction positively influenced their FWRI. These relationships were mediated by customers’ ethical judgment.

Restaurant practitioners are recommended to allocate resources to food waste reduction programs and make customers aware of the efforts they have dedicated. Customer FWRI can be increased if they judge such initiatives as highly ethical. The restaurant practitioners should also be aware of the distinct associations between customer self-efficacy and perceived collective efficacy and their ethical judgment.

This is the first study to discuss the roles of customer self-efficacy, perceived collective efficacy and ethical judgment toward food waste reduction in determining FWRI. The proposed framework enriches social cognitive theory and self-regulation theory. The results especially underscore the mediating role of customers’ ethical judgment.

Food waste behavior in the workplace or work-related gatherings has been less researched compared to that in household context. This study aims to bridge this gap through unfolding how and when quality of food waste prevention communication mitigates food waste behavior among frontline employees in the hospitality workplace.

Participants in this research comprised employees from four- and five-star hotels operating in Vietnam.

The results lent credence to the dual mediation channels of moral attitudes toward food wasting and meaningfulness of food waste reduction for the impact of quality of food waste prevention communication on employees’ food waste reduction intention and their reduced food waste behavior. The contingency role of employees’ green role identity was marginally confirmed for the nexus between employees’ food waste reduction intention and their food waste behavior.

This inquiry advances the understanding of mechanisms underlying work-related food waste behavior among hospitality employees.

This study aims to investigate the determinants of household behavioural intention towards household reducing, reusing and recycling behaviour of food waste management.

The data were collected from 670 households in Malaysia and analysed by using the partial least square method.

The findings reveal that motivation to participate, ability to participate and perceived benefits are the crucial factors that significantly influence households’ attitudes. Household attitude has a significant impact on household behavioural intention, whilst social influence and perceived behavioural control are not associated with it. Government support is positively related to perceived behavioural control. The result also indicates that household behavioural intention has a significant impact on household reducing, reusing and recycling behaviour.

The participants of this study were involved in home planning and food preparation in Malaysia. The individuals in charge of the household might have more awareness of food planning and waste control. Thus, it is recommended to adopt findings from other countries and learn from the experience of the local and international communities.

The households’ behavioural intentions can lead to the reducing, reusing and recycling behaviour of food waste management. The government policy mechanisms and households’ awareness can work effectively against food waste reduction because evaluations of the food waste programme were found to be scarce.

Food insecurity is one of the major social problems. Many people are not aware of the food waste impacts and consequences; thus, motivation, knowledge and information should be provided to the consumer through forums and campaigns.

The findings contribute to new insights of household behavioural intention towards food waste reduction management by assessing the determinants of household attitude and government support for food waste reduction management programmes towards household reducing, reusing and recycling behaviours.

The goal of this research is to find the components that can inspire people to reduce food waste at household consumer level. The components were created by combining the theory of planned behaviour (TPB), theory of interpersonal behaviour (TIB) and motivation opportunity ability (MOA) model.

The study is based on the content analysis, which identifies the motivating factors for food waste reduction at the consumer household level. A total of 12 motivating factors are identified across extensive literature reviews along with opinions of experts. Then, the recognized motivating factors are analysed for causal interrelationship using the Decision-Making Trial and Evaluation Laboratory (DEMATEL) approach. Data were collected from 95 experts, selected using purposive sampling, through a questionnaire survey.

A total of 95 household experts expressed their views on food waste reduction motivation factors, and a decision matrix has been developed based on that. Then, opinions are analysed using the DEMATEL approach, and it was found that “perceived behavioural control (PBC)” is the most influential motivating factor for food reduction at the household consumer level. Results also showed that “knowledge and skills about proper food management at home” are the least affected factor among the others.

Minimizing food wastes at the consumer and household level can provide the benefits to both people and environment in multiple ways. The problem of food waste necessitates a multifaceted response, and this study aims to address consumers' motivation and capabilities to lessen food waste behaviour. Since the benefits of minimizing food wastes have often remained untapped and neglected, educational efforts should be used by policymakers to enhance household awareness of food waste.

The present study contributes to the inadequate research on household food waste in India and is expected to facilitate sustainable consumption.

Food waste management is particularly difficult for developing countries, like India, which have little resources and are environmentally vulnerable. Not only is there a dearth of study on household food waste, but most of the research has been conducted in developed economies. Also, a novel applied method has been utilized in this study.

This study aims to (1) test the effects of Generation Z (Gen Z) customers’ perceived collective efficacy and self-efficacy toward food waste reduction on their food waste reduction intentions in restaurants, (2) examine the mediating role of customers’ self-efficacy in conveying their perceived collective efficacy for food waste reduction intentions and (3) explore the moderating roles of Gen Z restaurant customers’ interdependent self-construal and independent self-construal.

Data were collected from an online survey distributed to Gen Z restaurant customers in China in April and May of 2022. The snowball sampling approach was used to collect the data, and the final sample included 214 participants. Partial least squares structural equation modeling was applied to examine the hypotheses.

The study found that Gen Z restaurant customers’ perceived collective efficacy and self-efficacy toward food waste reduction were positively related to their food waste reduction intentions. Self-efficacy also played a mediating role in the relationship between perceived collective efficacy and food waste reduction intentions. Moreover, Gen Z restaurant customers’ interdependent self-construal negatively moderated the relationship between perceived collective efficacy and self-efficacy.

This study contributes to the literature on social cognitive theory, self-construal theory and customers’ ethical decision-making processes. It integrates Gen Z restaurant customers’ perceived collective efficacy and self-efficacy toward food waste reduction into the ethical decision-making process and investigates how the two types of efficacy determine food waste reduction intentions.

Food waste is a systemic problem, with waste occurring at all stages in the supply chain and consumption process. There is a need to unpack which strategies, approaches and tools can be applied to reduce the amount of food wasted. Understanding the extent of social marketing principles used offers insights into the additional means that can be applied to increase voluntary behavioral change.

Following preferred reporting items for systematic reviews and meta-analyses guidelines, a systematic quantitative literature review was undertaken focused on outcome evaluation studies conducted since 2000. Six databases were examined, and cross rating was used to identify previous programs tackling food waste behavior at a household level. A total of 23 programs were analyzed against 8 social marketing components.

Overall, only 2 out of 23 food waste programs self-identified as social marketing programs. A lack of application of social marketing elements was observed across all studies, indicating a tendency to implement non-voluntary change approaches. The most commonly targeted behaviors were source-separation. Personal interaction involved the distribution of information in person (typically through door knocking). Personal interaction strategies were identified as the most effective program techniques. Program effectiveness was greater when the social marketing components of behavioral change, theory and marketing mix were used, indicating the potential for voluntary approaches to be applied more in the future.

To the best of the authors’ knowledge, the current study was the first systematic literature review to examine the extent of social marketing application in food waste programs reported in peer-reviewed academic literature using eight components of social marketing. The study revealed behavioral change was more likely when more social marketing components were used. Future research is recommended to consider the application of full range of social marketing elements to extend beyond involuntary approaches, which can be subjected to criticism from community.

This study aims to evaluate the issue of household food waste in Greece, with an emphasis on assessing the level of awareness and key behaviours among consumers. Moreover, the study focuses on examining consumer behaviours related to food waste and identifying distinct consumer profiles that can provide valuable insights into the issue in order to uncover unique behavioural factors and offer targeted interventions to curb food waste in the country.

A nationwide survey was conducted in Greece using a structured online questionnaire, which was sent to 1,270 participants, through the snowball technique. However, due to some incomplete responses, only 1,238 of the responses were considered suitable for analysis. Common descriptive statistics were used to sketch the respondents' profiles, and a non-hierarchical K-means cluster analysis was performed to identify distinct subgroups in the sample.

The study revealed a significant level of food waste awareness among Greek consumers. The cluster analysis identified four distinct consumer groups and substantial differences among them. Notably, sociodemographic analysis underscored a pronounced inclination towards food wastage among younger individuals. Additionally, each cluster's attributes, including their environmental awareness, shopping behaviours meal-planning tendencies and propensity for excess purchases, were examined. Consequently, this study underscored the imperative for targeted informational campaigns tailored for consumer segmentation, offering a pathway to identify prospective interventions conducive to the promotion of sustainable food-consumption practices.

The originality and value of this work lie in its unique focus on addressing the significant issue of household food waste within the context of Greece. What sets this study apart is the application of non-hierarchical K-means cluster analysis (which allowed the authors to identify distinct consumer profiles), a method not widely utilised in the Greek context. By filling this knowledge gap, this study offers crucial insights that can inform targeted interventions aimed at reducing food waste, in alignment with global sustainability initiatives such as the United Nations Agenda 2030 and the European Union's “Farm to Fork” strategy. Additionally, this study contributes to the efforts to provide innovative solutions to prevent household food waste and foster a sustainable future in an ever-changing international environment marked by various crises

This chapter examines the role of stakeholders, cocreation, and pro-environmental behaviors in Google’s efforts to reduce the environmental impact of their food waste. It describes several different strategies that the company undertook and the outcomes of those efforts. These efforts ranged from working with suppliers and employees to use food that was normally wasted to implementing a waste measuring and feedback system. The case highlights the challenges, current impact, and risks of the different strategies.

The chapter covers the theories and models of stakeholder influence on sustainability, new product development through cocreation, and pro-environmental behaviors; it applies these concepts to Google’s food waste program.

The results of the study contribute to the frameworks on cocreation and stakeholder management to include ideas for encouraging pro-environmental behavior through various social practices (measuring and monitoring waste, building supply chain partnerships, and cocreating new products with stakeholders).

The findings of this chapter will help other companies with ideas for successfully reducing food waste and its environmental impact by illustrating new ideas for engaging stakeholders in the supply chain.