Examining young Chinese consumers' engagement in restaurant food waste mitigation from the perspective of cultural values and information publicity

Abstract

Food waste is a serious problem with regard to social equity and environmental challenges across the world. In recent decades, a dramatic growth of restaurant food waste has been seen in China. This study integrated the norm activation model (NAM), Chinese cultural values (i.e. face saving and group conformity) and information publicity to examine young Chinese consumers' food waste behaviors in a dining-out context. By drawing data from 311 respondents from Shenyang, Northeast China, this research finds that Chinese cultural values significantly influence personal norms and food waste practices. Meanwhile, publicized information could effectively shape cultural values and food waste behaviors. This study advances our understanding of young Chinese consumers' food waste behaviors from the perspective of cultural values and information publicity, which sheds light on how to mitigate the food waste challenge for policy makers, relevant NGOs, food service providers and even individuals.

Keywords: Cultural complexity; Face saving; Food waste; Group conformity; Information publicity; Young Chinese consumers.