Thanks, but no thanks: The influence of gratitude on consumer awareness of food waste

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dc.contributor.authorSeptianto F
dc.contributor.authorNorthey G
dc.contributor.authorKemper, Joya A.
dc.date.accessioned2023-07-26T03:40:09Z
dc.date.available2023-07-26T03:40:09Z
dc.date.issued2020en
dc.date.updated2022-10-09T22:22:04Z
dc.description.abstractFood waste is a major burden on the planet due its effect on increased greenhouse gas emissions (from landfill and lost production) and issues associated with food security. To reduce the human propensity to waste food, behaviour change studies have mostly focused on cognitive aspects of selection and consumption. However, evidence suggests emotional, rather than cognitive, appeals may be a fruitful avenue for reducing food waste. Yet linking food waste, emotions and framing remains an understudied research area. Our research undertakes three quantitative studies to examine the positive emotion (gratitude) as a message component to effect behavioral change. Study 1 demonstrated an advertisement with a ‘gratitude for having’ message led to higher intentions to reduce food waste when paired with loss framed implications (increased environmental damage) than when paired with gain framed implications (less environmental damage). In contrast, an advertisement with a ‘gratitude for not having’ message led to higher intentions to reduce food waste when paired with gain framed implications than when paired with loss framed implications. Studies 2 and 3 further showed that a ‘gratitude for having’ message was more effective when combined to loss framed implications, while ‘gratitude for not having’ message was more effective when combined to gain framed implications, to encourage participants to receive additional information and volunteer to help with food waste than when combined with gain framed implications. The research demonstrates that food waste reduction campaigns should pay attention to how messages are framed. Overall, this research builds on current theory involving food waste and behaviour change, presents a number of areas for future research and discusses managerial implications, particularly to improve social marketing and education campaigns.en
dc.identifier.citationSeptianto F, Kemper JA, Northey G (2020). Thanks, but no thanks: The influence of gratitude on consumer awareness of food waste. Journal of Cleaner Production. 258. 120591-120591.en
dc.identifier.doihttp://doi.org/10.1016/j.jclepro.2020.120591
dc.identifier.issn0959-6526
dc.identifier.urihttps://hdl.handle.net/10092/105769
dc.languageen
dc.language.isoenen
dc.publisherElsevier BVen
dc.rightsAll rights reserved unless otherwise stateden
dc.rights.urihttp://hdl.handle.net/10092/17651en
dc.subject.anzsrc0907 Environmental Engineeringen
dc.subject.anzsrc0910 Manufacturing Engineeringen
dc.subject.anzsrc0915 Interdisciplinary Engineeringen
dc.subject.anzsrcFields of Research::30 - Agricultural, veterinary and food sciences::3006 - Food sciences::300606 - Food sustainabilityen
dc.subject.anzsrcFields of Research::47 - Language, communication and culture::4702 - Cultural studies::470203 - Consumption and everyday lifeen
dc.subject.anzsrcFields of Research::47 - Language, communication and culture::4702 - Cultural studies::470209 - Environment and cultureen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketingen
dc.titleThanks, but no thanks: The influence of gratitude on consumer awareness of food wasteen
dc.typeJournal Articleen
uc.collegeUC Business School
uc.departmentManagement, Marketing and Entrepreneurship
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