Influencing Food Waste Reducing Behavior in Restaurants: is it Possible?
(A2025-125876)

AUTHORS

Alessandro Silva, ESPM - Escola Superior de Propaganda e Marketing; LUCIANA DE ALMEIDA, ESPM; Evandro Lopes, ESPM - Escola Superior de Propaganda e Marketing

ABSTRACT

Global food waste is a critical issue, with restaurants accounting for an estimated 14% of total food loss. This research examines how messages promoting waste reduction and the perception of restaurant corporate social responsibility (CSR) influence food waste reduction, considering individual intention, subjective norms, and perceived behavioral control. Using an experimental design, data was collected in an authentic restaurant in Sao Paulo, Brazil. The results reveal that a favorable attitude toward reducing food waste positively affects the intention to finish meals. Additionally, the study found that the presence of awareness messages had a positive effect in reducing leftovers, independently of CSR perception. This research expands the understanding of attitude, perceived control, intention concerning food waste, and the role of external stimulus on consumer behavior.