Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste

Abstract

Although food waste is an urgent issue with widespread economic, societal, and environmental impacts, it remains understudied in the marketing discipline. This is surprising, since most food waste occurs at the retail and consumption stages of the food life cycle. This research fills this gap by examining how resource mindset and self-construal jointly shape consumer food waste. Specifically, inducing a scarcity mindset signals that there is no resource to waste, mitigating consumer food waste regardless of self-construal. In contrast, under an abundance mindset, where there is resource to waste, activating an interdependent (vs. independent) self-construal can effectively reduce consumer food waste. The authors identify sharing obligation, the tendency to share valuable resources with in-groups, as a key mechanism behind the effect. In support of this mechanism, enhancing sharing obligation (e.g., highlighting the sharing concept, highlighting others’ food needs) or diminishing it (e.g., highlighting family resource abundance) attenuates the effect of self-construal on consumer food waste under an abundance mindset. The results from one large-scale field study, four controlled experiments, and a country-level secondary data analysis provide convergent support for the proposed framework. This research not only contributes to the related literature but also provides actionable strategies for mitigating consumer food waste.