Abstract
ABSTRACT This study analyzes the role of emotions in the food waste reduction behavior of Brazilian consumers. Based on a survey with 235 respondents and employing PLS-SEM as the analysis technique, it was found that consumers who feel more guilty about waste have more favorable attitudes toward mitigating food disposal in domestic environments. Similarly, anticipated pride directly impacted attitudes toward reducing food waste. These emotions also had indirect effects on waste reduction intention and behavior. In this study, psychological distance moderated the intention-behavior relationship, demonstrating that consumers are more likely to engage in sustainable practices when they perceive waste as a problem close to them. This study offers insights into strategies that can be used to mitigate wasteful behaviors.
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