Moral judgments of food wasting predict food wasting behavior. Issue 11 (13th May 2020)

• Record Type: Journal Article
• Authors: Misiak, Michal; Kruger, Daniel; Kruger, Jessica Sloan; Sorokowski, Piotr
• Is Part Of: British food journal. Volume 122:Issue 11(2020)
• Page Start: 3547
• Page End: 3565
• Publication Date: 2020-05-13
• Subjects: Moral judgment -- Environmental concern -- Morality -- Household food waste -- Food waste attitudes -- Food wasting; Food industry and trade -- Periodicals; Food -- Marketing -- Periodicals; Food adulteration and inspection -- Periodicals; Food -- Periodicals; 381.456413
• DOI: 10.1108/BFJ-07-2019-0576
• Languages: English
• ISSNs: 0007-070X

Abstract

Abstract : Purpose: People consider food wasting behavior to be immoral. However, it is not clear whether people who consider food wasting behavior immoral waste less food. Building on previous qualitative studies, we conducted a large-sample quantitative study. We examined whether people who consider food wasting behavior immoral display food wasting behaviors less frequently and whether they waste less food in general. Furthermore, we explored the reasons that make people consider food wasting behavior immoral and whether they affected food wasting. Design/methodology/approach: Participants voluntarily ( n = 562) completed a set of questionnaires that measured the frequency of their food wasting behavior, the amount of food wasted in the preceding week, and food wasting moral judgments, including scales, which explored the reasons for judging this behavior as immoral. Findings: We found that people who regard food wasting behavior as immoral displayed food wasting behavior less frequently, but did not waste less food than people who did not consider food wasting behavior immoral. Furthermore, we found that there are two categories of reasons for moral disapproval of food wasting behavior: externally oriented (concern for the environment, social issues, and for future generations) and internally oriented (concern for ones' financial situation, social approval, and going by traditional norms). However, only people whose moral judgments were motivated by externally oriented reasons wasted food less frequently. Originality/value: Our findings provide evidence that moral judgments influence food wasting behavior and highlight the importance of the content of moral beliefs for predicting behaviors.