Abstract
Behavioural change research for environmental sustainability is currently guided almost exclusively by a cognitive paradigm, which assumes that cognitive constructs drive behaviour and must be influenced to change it. This study challenges this dominant paradigm and tests two non-cognitive theoretical constructs – respect for authority and empathy – in the context of reducing buffet plate waste. Respect for authority (in contrast to empathy) passes the manipulation check and significantly reduces plate waste in a quasi-experimental field study in a Chinese hotel, providing proof of concept for a new, urgently needed, re-orientation in behavioural change intervention design. The intervention tested in this study can immediately be deployed by tourism and hospitality businesses who want to make their buffets more cost-effective and environmentally sustainable.
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