Behavior-induced stock-dependent consumption: a case study of food waste

Purpose The paper links stock-dependent consumption phenomenon with the behavioral traits of the consumer in the context of food wasted in large social events through an illustrative case study. It develops nine discrete consumption patterns due to stock-induced as well as behavior-induced consumption phenomenon. Design/methodology/approach It uses Padmanabhan and Vrat's model for stock-dependent consumption for perishable items to develop isoquant curves for food consumption and cost of food wasted due to behavioral traits and stock-dependent consumption for a case of food wasted in large social gatherings such as weddings. Based on that, it proposes “Behaviour-Induced Food Consumption Grid” to portray nine alternative consumption styles which are then used to develop mitigation strategies employing Four E's model incorporating “Theory of Nudge” to influence consumption behavior in a subtle manner. Findings The major finding is that large numbers of research papers on stock-dependent inventory models will have strong potential of applications only if these are linked with individual consumption behavior. It links one such consumption behavior to wastage of food in the case study reported here. Research limitations/implications The paper illustrated only the food wasted in social events. It can be extended in future for other types of resources. The concept of grid that has been developed has scope for further refinement. Practical implications The paper has enormous practical implications in reduction of food being wasted in large social events and it can be generalized for other behavioral-induced consumption phenomena. It shows that stock-dependent consumption phenomenon is actually behavior-induced more than stock-dependent. Originality/value Through an illustrative case study of food wasted in large social events, it brings out a new concept of isoquant curves for cost of food wasted due to combined effect of individual behavior and stock-dependent phenomenon. The Behavior-Induced Food Consumption Grid proposed is a novel idea which can help develop strategies to use nudge and 4-E strategies to train people to develop mind-set for responsible consumption behavior in order to reduce waste and contribute to sustainable development goals. The concept of behavioral inventory management proposed in this study opens up new frontiers of research.