Fostering sustainable consumption: the interplay of pro-social behavior and social norms in reducing food waste in India

Purpose Food waste constitutes a critical global dilemma, presenting substantial environmental, economic and social challenges, with around one-third of all food intended for human use being discarded annually. This waste depletes essential resources, increases greenhouse gas emissions and intensifies food poverty. Comprehending the factors contributing to food waste is crucial for formulating effective methods to alleviate this issue. Design/methodology/approach The responses have been collected from Indian households using longitudinal techniques. In Study 1, 481 respondents responded to the questions, and in Study 2, finally, 453 respondents responded. Findings This study examines the relationship between attitudes about food waste, intents to mitigate waste and several influencing factors like price sensitivity, altruistic behavior, awareness of food waste and societal norms. Originality/value The study seeks to elucidate consumer behavior by analyzing these relationships and identify practical interventions that can encourage a more sustainable food consumption approach, thereby aiding in the reduction of food waste and the promotion of responsible consumption practices.