Is it godly to waste food? How understanding consumers' religion can help reduce consumer food waste

Elizabeth A. Minton, Kathryn A. Johnson, Maricarmen Vizcaino and Christopher Wharton

Journal of Consumer Affairs, 2020, vol. 54, issue 4, 1246-1269

Abstract: 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.

Date: 2020
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