Abstract:

The issue of food waste has garnered global attention, prompting governments and various sectors of society to implement measures to address it. Among the numerous strategies for mitigating food waste, information nudging stands out due to its cost-effectiveness and ease of implementation, making it a sustainable and crucial mechanism for reducing consumer food waste. Existing research has begun to explore how information nudging can reduce consumer food waste, but these studies predominantly focus on the direct effects of policy interventions on behavior and are limited in their exploration of viable nudging tools. Consequently, this study follows the progressive stages of behavioral guidance—from unconscious behavior to conscious cognition—and proposes two research components: the intervention effects of behavioral information nudging strategies on consumer food waste (Study 1) and the impact and mechanisms of cognitive information nudging strategies on consumer food waste (Study 2).

Study 1 adopts the perspective of unconscious behavioral intervention, focusing on the peripheral route of information processing in the dual-system theory. It investigates the effects of three behavioral information nudging strategies—default meal options, utensil coverage, and individual dining options—on consumer food waste behavior. Additionally, it explores the boundary conditions of these strategies from the perspective of restaurant brand positioning. The lack of awareness regarding portion sizes and personal responsibility is a key barrier to reducing consumer food waste. Default meal settings and utensil coverage can supplement or alter consumers' perceptions of portion sizes through intuitive portion cues and indirect visual effects, thereby reducing food waste. Individual dining options not only enhance consumers' understanding of portion sizes but also reduce waste by distributing personal responsibility. Furthermore, the study examines the boundary effects of contextual heterogeneity, investigating how restaurant brand positioning can amplify or mitigate the effectiveness of behavioral information nudging strategies.

Study 2 approaches food conservation from the perspective of conscious cognitive guidance, focusing on the central route of information processing in the dual-system theory. Based on the progressive path of consumer behavioral motivation, it designs cognitive information nudging strategies for food conservation through both pressure-based and spontaneous nudging pathways, incorporating emotions, behavioral outcomes, and group influence as key factors. The study explores the dualistic effects of cognitive information nudging strategies on consumer food waste behavior, revealing their mechanisms through information processing, self-regulation, and social influence. It also investigates the differential impacts of cognitive information nudging on food waste behavior from the perspectives of information, individual, and dining context heterogeneity, delving into the boundary mechanisms that amplify positive nudging effects and counteract negative ones. Specifically, from an emotional perspective, negative social emotions can drive consumers to reduce waste by inducing emotional pressure, while positive emotional experiences can guide food conservation through hedonic goals. Additionally, positive and negative information have different valences, potentially leading to varying depths of information processing and resistance. Thus, the depth of information processing and resistance can serve as mechanisms through which cognitive nudging strategies influence food waste behavior. During information processing, the level of individual cognitive resources affects consumers' preferences and processing capabilities for information of different valences. From a behavioral outcomes perspective, highlighting the environmental consequences of food waste can drive waste reduction by creating environmental awareness pressure. However, whether consumers respond positively to such pressure may depend on their self-efficacy beliefs. Emphasizing personal behavioral outcomes can serve as an attainment goal, motivating consumers to conserve food spontaneously. However, this positive effect is more pronounced in written communication contexts. Verbal communication, on the other hand, creates a social presence, and highlighting personal outcomes of food waste or conservation may trigger identity threats. From a group influence perspective, every consumer is part of a social group, and the need for group belonging provides significant behavioral motivation. Group norms and individual norms related to food conservation can reduce consumer food waste through group pressure and personal goal guidance, respectively. However, the effectiveness of these strategies may be influenced by the privacy of the dining context.

This study aims to systematically construct a model of the impact mechanisms of information nudging strategies on consumer food waste, explore more viable nudging tools, reveal their underlying mechanisms, and identify boundary conditions that enhance their effectiveness. By designing multi-path, diverse, and targeted food conservation nudging strategies, the study provides theoretical foundations and practical measures for effectively reducing food waste at the consumer level.

Key words: food waste behavior, information nudging, information processing, psychological mechanism