The Impact of Social Norms on Suboptimal Food Consumption: A Solution for Food Waste

Consumers seem to have a reduced preference to buy fruits and vegetables with unusual appearance, products with damaged package and close to the expiration date, usually called suboptimal food products. However, this pattern of behavior is an important contributor to food waste levels. Interventions aimed at encouraging the purchase of suboptimal food are scarce, however, needed. Across two studies, we investigated the effect of social norms in driving suboptimal food consumption. Additionally, it was tested if food waste problem awareness is the underlying mechanism in the relationship between social norms and intention to buy suboptimal food. Results show that appeals employing social norms positively affect purchases intentions toward the products. Moreover, food waste problem awareness mediates the effect of social norms on intentions to purchase the product with an unusual appearance. We discuss how social norms can be used to tackle food waste and implications for marketing and policy actions.