Nudging food waste off the plate? An explorative study investigating the generation of plate waste over time and the effectiveness of information nudges to bridge the attitude-behavior gap

Abstract

ABSTRACT Changing consumer behavior is key to tackle the global food waste challenge. While nudging consumers to reduce food waste has shown promising results in promoting behavioral change, its application within the expansive hospitality sector remains limited. Particularly, its capacity to bridge the attitude-behavior gap and the effectiveness of nudging interventions over time remain nearly unexplored. To address this gap, we conducted an exploratory field experiment implementing simple information nudges at a 3-star hotel breakfast buffet combined with a survey. Findings reveal that guests were indeed conscious of food waste, but it was the implementation of information nudges that led to more sustainable behavior, evidenced by a reduction in food waste. This demonstrates that a simple “nudge,” such as the message at the buffet, can effectively translate positive attitudes into tangible behavioral changes. While we noticed a decreasing trend in food waste throughout the one-week holiday, the efficacy of the nudge remained consistent over time, although on a lower level. This enduring effectiveness is promising, addressing a common concern with nudging, which is the potential for short-term effects that fade quickly after exposure to the choice environment. Future studies should investigate whether the effectiveness persists after the removal of the nudge, or if a permanent intervention in the choice architecture is necessary for a more sustained impact. From a business perspective, the current task at hand involves raising companies’ awareness regarding the matter of food waste and highlighting the easy and cost-effective solutions offered by nudging strategies.