The effect of self-conscious emotions of guilt and regret on consumers' intentions to reduce food waste

The study explores the role of guilt and regret in influencing consumers' food waste intentions and behaviors in India. We conducted a longitudinal study spanning May-September 2022 and August-December 2023. Study 1 indicates a negative association between regret and the intention to reduce waste, while Study 2 found a positive association. Felt guilt significantly influenced the intention to reduce waste in both studies. This study aims to inform interventions and policies that promote sustainable consumption by uncovering the psychological factors influencing food waste. Waste reduction is consistently motivated by guilt in various restaurant settings, and the impact of regret improves over time. Based on our findings, it is evident that emotional responses are highly individualized, but various situational factors also influence consumer responses. This study highlights the need for customized interventions to address consumer emotions about food waste. Developing practical strategies that can effectively address emotional triggers, increase consumer awareness, and close the gap between intention and behavior is essential. By considering our findings, stakeholders can develop impactful campaigns and policies that encourage sustainable food practices and reduce waste, thereby cultivating a more sustainable food system.