Food waste is a critical global issue with significant environmental, social, and economic repercussions. Every year, substantial amounts of edible food end up in landfills, contributing to soil erosion, deforestation, and pollution. Malaysia, with the highest per capita food waste in Southeast Asia at 91kg annually, highlights the urgency of addressing this issue. This wasted food could feed around 2 million Malaysians daily. This study by Sunway University’s Dr Elizabeth Andrews and Dr Geetha Nadarajan and colleagues investigates how digital nudging, mainly through positive reinforcement, can modify food waste behaviour in restaurant settings.

Socially responsible consumption (SRC) involves choosing products and services that positively impact the environment and society. Promoting SRC within the food domain is essential as natural resources deplete. Urban dwellers, who are more exposed to community activities, can significantly influence responsible food consumption habits in restaurants through their purchasing power and social influence.

Digital nudging uses interface design elements and technology to guide people's behaviour and decision-making processes subtly. This concept leverages insights from behavioural economics to influence users towards making more beneficial choices without restricting their freedom of choice. For example, a restaurant app might use digital nudging by sending push notifications reminding diners to order only what they can finish or by displaying messages about the environmental impact of food waste when customers are finalising their orders. Additionally, incorporating prompts that suggest donating a small amount to food recovery programs at checkout can further reinforce responsible consumption habits. These nudges help create an environment that subtly encourages diners to be more mindful of their food consumption, ultimately reducing food waste.

Integrating digital nudging with positive reinforcement and social media campaigns can increase restaurant patronage and profits while promoting social marketing efforts for better food waste management. Consumer education is critical in addressing food waste. Digital reminders and nudges can fill knowledge gaps, encouraging consumers to adopt more sustainable behaviours. This study emphasises the cost-effectiveness of digital nudges and highlights the importance of engaging diners through positive reinforcement. While focusing on restaurant settings, the principles and findings have broader applicability in various social contexts.

Experts advocate for a holistic understanding of complex behaviours and use nudge theory to drive positive change. The study's results align with the UN's Sustainable Development Goals, offering a practical and comprehensive solution to reduce food wastage. By promoting SRC and implementing effective nudging strategies, we can address this pressing global issue and foster a more sustainable future.

The study acknowledges potential limitations, such as "delusional altruism," where individuals believe their actions are more impactful than they are. Future research should explore these limitations to refine strategies further and enhance their effectiveness.

Overall, this research highlights the power of digital nudging and positive reinforcement in transforming dining habits. By encouraging consumers to be "food waste warriors," we can significantly reduce food waste and promote sustainability.
 

Dr Elizabeth Andrews
Sunway Business School
Email: @email

Dr Geetha Nadarajan
Sunway Business School
Email: @email

This article has been adapted from Derek Ong, Shirley Chiu, Elizabeth Andrews and Geetha Nadarajan (2023), One needs to be reminded and motivated: mediating role of digital nudging for food waste reduction, DOI: 10.1108/JSOCM-02-2023-0025.