Evaluating social marketing efficacy: the case of the Chinese anti-food waste law to reduce food ordering

Purpose This study aims to determine the effects of three social marketing elements – law (a penalty for excessive waste), education (use of the national Clean Your Plate slogan) and marketing (providing multiple portion sizes) – within the 2021 Chinese Anti-Food Waste Law (CAFWL), to evaluate whether these retailer actions can reduce consumers’ food ordering. It assessed three alternative dependent variables related to food ordering – total number of dishes ordered, net number of dishes ordered (accommodating meal size ordered) and total meal cost. Design/methodology/approach Using a hypothetical food ordering scenario involving 1,609 respondents in China, this study undertook a 2 × 2 × 2 experiment combining the three elements of social marketing within the CAFWL, to determine the direct and interaction effects of these three elements on the alternative dependent measures of food ordering behaviour. Findings Each of the three elements of social marketing had a significant main effect, reducing total dishes ordered and net dishes ordered. The education message and penalty for excess food also reduced meal costs. Only the marketing intervention (alternative portion sizes) and a penalty (for excess waste) had a significant interaction across the measures. Research limitations/implications This study examined food ordering behaviour and did not assess waste. Past research has found that those who order more waste more, and thus there is support that the waste reduction benefits should arise. Social implications By integrating education, penalties and marketing strategies within the 2021 CAFWL, the findings demonstrate how targeted actions can effectively reduce food waste and influence social norms towards more responsible consumption behaviour. Originality/value There have been few attempts to test the efficacy of all three social marketing elements – law, education and marketing – and the interplay among these interventions’ strategies on consumers ordering. This work investigates the efficiency of these elements within the CAFWL and supports its application by using actual consumers in China.