To taste not to waste: Can exposure to TV cooking shows cultivate food waste reduction?

Abstract

AbstractFood waste reduction is a global sustainable development target. The rise of television (TV) cooking shows across countries presents a powerful media for educating millions of consumers about food. Yet, whether exposure to TV cooking shows increases or decreases consumer food waste is not clear. Drawing on the cultivation theory, theory of planned behavior, norm‐activation model, and activism self‐identity, this study uniquely examines the relationships between exposure to TV cooking shows and food waste reduction intentions. Data from 429 consumers in Egypt were analyzed using Structural Equation Modeling. All variables in the extended theory of planned behavior model, including attitudes, subjective norms, perceived behavioral control, personal norms, and activism self‐identity were supported. Our results reveal indirect relationships between exposure to TV cooking shows and food waste reduction intentions. Specifically, exposure diversity (i.e., watching different shows) is negatively related to food waste reduction intentions through personal norms and perceived behavioral control. Additionally, more time spent watching TV cooking shows may encourage food waste. Yet, exposure to these shows can cultivate food waste reduction if suitable content is displayed. These results have important implications for marketers and policy makers.