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Audience-Oriented Information Intervention Approach to Food Waste Behavior: An Application in Chinese University Canteens

Author

Listed:
  • Shunlong Gong

    (School of Business and Management, Jilin University, 2699 Qianjin Street, Changchun 130012, China)

  • Chaoyue Liu

    (School of Business and Management, Jilin University, 2699 Qianjin Street, Changchun 130012, China)

  • Ying Cui

    (School of Business and Management, Jilin University, 2699 Qianjin Street, Changchun 130012, China)

  • Xiaolan Xiao

    (School of Accounting, Guangzhou College of Technology and Business, No. 5 Guangming Road, Guangzhou 510850, China)

  • Yu Feng

    (School of Business and Management, Jilin University, 2699 Qianjin Street, Changchun 130012, China)

  • Li Bai

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China
    Key Laboratory of Bionic Engineering, Ministry of Education, Jilin University, 5988 Renmin Street, Changchun 130022, China)

Abstract

Information intervention is often used to reduce food waste in restaurants and canteens. Existing studies have overlooked the target audience’s psychological and behavioral characteristics during message design, resulting in erratic intervention outcomes. This study proposes an audience-oriented information intervention approach that integrates goal systems theory and information feedback paradigms. The cornerstone underlying this approach is the elaboration of release-type and feedback-type intervention messages. Our approach offers a procedure to determine the optimal message-based intervention program. This study empirically applied the approach to intervene in food waste behavior among 1141 Chinese university students in canteens. A between-subjects design quasi experiment was conducted to explore the effect of information intervention, and the results showed that the downward comparative feedback-type message at the ordering stage performed the best. Findings offer practical guidance for reducing food waste in various consumption scenarios and useful inputs for encouraging green consumption behavior.

Suggested Citation

  • Shunlong Gong & Chaoyue Liu & Ying Cui & Xiaolan Xiao & Yu Feng & Li Bai, 2024. "Audience-Oriented Information Intervention Approach to Food Waste Behavior: An Application in Chinese University Canteens," Sustainability, MDPI, vol. 16(16), pages 1-21, August.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:16:p:6773-:d:1451830
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    References listed on IDEAS

    as
    1. Lisa Mattsson & Helén Williams, 2022. "Avoidance of Supermarket Food Waste—Employees’ Perspective on Causes and Measures to Reduce Fruit and Vegetables Waste," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
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