Addressing the challenge of food waste: the subtle power of nudging in shaping intentions

Food waste is one of the most pressing problems in the world today. Every year, approximately 850 m tons of food are thrown away around the world (Castilla, 2023). Food waste can occur before it reaches consumers, for example, through spoilage or damage during production and transport. It also happens at the final stages when food is discarded by retailers or consumers. This waste carries serious environmental and ethical consequences. It adds to greenhouse gas emissions and reflects a missed opportunity to feed the millions of people around the world who face hunger.Prior research has identified various reasons why people waste food. One factor that has received increased attention is the “lack of food waste concern.” People who view food as low in value and overly abundant may not consider the environmental, social or financial costs of waste. However, past studies have reported mixed findings on the role this lack of concern plays. In this research, Fraj-Andrés et al. (2025) aim to clarify the issue by examining both the direct and indirect effects of food waste concern on individuals’ intention to reduce waste. Importantly, the authors also investigate whether nudging can help increase concern and encourage more responsible food behavior.Lack of food waste concern refers to the minimal importance individuals assign to wasting food. People who exhibit such characteristics do not think deeply about what happens when food is thrown away. These individuals are also less likely to be aware of the consequences of food waste, such as the environmental impact. The authors argue that the higher a person’s lack of food waste concern, the lower their awareness of the broader impact of their actions.This indifference may also have a direct influence on people’s willingness to reduce food waste. When individuals do not care about the issue, they are less likely to see any reason to change their behavior. They may not feel guilty about wasting food or believe it is a problem worth solving. Previous studies have suggested that concern can be a key motivator for responsible behavior, but others have found that this connection is not always strong. The authors revisit this question by examining whether people who show low concern are also less likely to reduce their own food waste.In addition, the authors explore whether lack of concern has a more subtle, indirect influence. They theorize that concern affects several psychological steps that lead to action. Specifically, when people are not concerned about food waste, they are less likely to recognize its consequences, feel responsible for their actions or develop a personal sense of obligation. Each of these steps plays a role in shaping a person’s intention to act more responsibly. In this way, a lack of concern may weaken the chain of internal beliefs and attitudes that would otherwise encourage such behavior.The research explores whether food waste can be reduced by changing how people think and feel about it. Specifically, the authors look at informational nudges, which refer to simple messages or reminders that raise awareness and encourage responsible behavior. These nudges can take many forms, including signs, social media posts or short campaigns. They are meant to gently push people toward better decision-making without forcing them.The authors first examine whether nudges can change people’s mindset at the source, which is their lack of concern for food waste. If nudges can help people realize that food is not cheap or disposable and that waste carries costs, then even those who were previously indifferent may begin to care. In this way, the authors propose that nudging could reduce the problem of food waste concern at its root.The authors also suggest that nudging may work by increasing people’s awareness of the broader impact of food waste. Many nudging campaigns share facts about environmental damage or highlight how much food is lost globally. This messaging may help people better understand why food waste is a serious issue, not just for their own finances, but for society and the planet.Nudging may also play a role in how people assign responsibility for food waste. Beyond raising awareness, these messages can activate a deeper sense of personal accountability. When people are reminded that their actions have consequences, they may be more likely to reflect on their habits. The authors argue that this sense of responsibility can play a role in behavior change.Nudges may also shape people’s internal values. Some messages are designed to create a sense of guilt or moral reflection. These types of nudges can activate personal norms, which are the internal rules people use to judge whether behavior is right or wrong. By reinforcing that food waste is something to be avoided, nudges can push people to adopt new habits aligned with their values.Finally, the authors investigate whether nudging can directly reduce someone’s intention to waste food (i.e. without the psychological mechanisms). Given that prior research has shown promising results in real-world settings, the authors test whether nudging leads to a noticeable drop in food waste, especially among younger people.To test their research propositions, the authors conducted a survey of 716 young adults (aged 18–34) across Spain. Their focus on this demographic stem from evidence that younger individuals tend to generate more food waste. A summary of their key findings is now discussed.The authors find support for all of their proposed hypotheses. Of particular interest is the strong influence of personal norms on individuals’ intention to reduce food waste among all the variables examined. The study also confirms that a lack of food waste concern negatively affects intention both directly and indirectly. Nudging proves to be a critical lever. It reduces lack of concern and positively influences all intermediate beliefs, especially personal norms. Nudging not only shapes intention directly but also sets off a chain of internal changes that make responsible behavior more likely.This review is based on “When lack of food waste concern curbs youths’ intention to reduce it: the role of nudging as a solution” by Elena Fraj-Andrés, Carolina Herrando, Laura Lucia-Palacios and Raúl Pérez-López, published in the Journal of Social Marketing.