Massive food waste is generated from the foodservice and event industry because food and beverages have been served more than needed. Despite the importance and advantages of mitigating food waste issues, little attention has been paid to reducing food waste in events. This study aims to examine communication strategies using message framing and investigate the factors affecting food waste reduction intention in sporting events. This research included two studies using a two-by-two between-subjects factorial experimental design. Study 1 focused on testing the effectiveness of message framing and identifying the moderating effect of price sensitivity on food waste reduction intention. Study 2 focused on validating message framing effects on consumers’ intention to reduce food waste. Study 2 also examined the moderating effect of sports stadium atmosphere and the mediating effect of perceived corporate social responsibility (CSR) on food waste reduction intention. Data were analyzed by utilizing the Process Macro model. It was found that goal message framing and price sensitivity interacted with waste reduction intention in Study 1. Particularly, when price sensitivity is low, gain and loss-framed messages showed significant results on food waste reduction intention. Furthermore, it was identified that goal message framing and sports stadium atmosphere interactively affect food waste reduction intention through perceived CSR in Study 2. Additionally, the sports stadium atmosphere moderates the relationship between goal message framing and perceived CSR, eventually affecting food waste reduction intention. This study contributes to the literature by identifying the optimal communication strategies and factors influencing food waste reduction intention in sporting events.
Seonwoo Ko (2023) studied this question.