Self-esteem or blame? How do customers’ protective face orientation and attribution of responsibility affect food waste reduction?

This study examines the psychological and social mechanisms behind food waste reduction by integrating norm activation theory and social identity theory. It investigates how protective face orientation and responsibility attribution shape reduction behaviors, revealing the mediating roles of group and personal norms, as well as the moderating effect of normative misperception. Using structural equation modeling and fuzzy-set qualitative comparative analysis, the study identifies both variable-based effects and effective behavioral configurations. Key insights highlight how face consciousness encourages sustainable action and how specific combinations of antecedents drive reduction behaviors. The findings offer practical guidance for designing culturally tailored educational initiatives and aligning business incentives with social identity cues to promote sustainable consumption.