For the love of money and the planet: experimental evidence on co-benefits framing and food waste reduction intentions

This randomized control trial examines the effect of informational nudges highlighting the monetary or environmental benefits, or co-benefits, of food-saving behaviors on intentions to reduce food waste within the framework of the Extended Theory of Planned Behavior (ETPB). A representative sample of Spanish participants (N = 1008) were exposed to control, monetary, environmental, or co-benefits conditions and asked to indicate their intentions to reduce household fruit and vegetable waste. Psychological, behavioral, and situational ETPB factors affecting food waste behavior were also measured. Only co-benefits framing was found to have a significant effect. Participants who were highly concerned about the environmental impact of wasting food were more strongly influenced by the co-benefits and monetary framings. Further, perceived behavioral control and food waste habits were positively associated with food-saving intentions. Thus, co-benefits framing in informational nudges can strengthen consumer intention to reduce fruit and vegetable waste, especially among consumers with higher levels of environmental concern.