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This research aimed to understand the effectiveness of food waste prevention messages. Two studies utilized a 2 by 2 experimental design (environmental versus societal message focus; positive versus negative message framing) to examine participants’ perceived importance, attitudes, and behavioral intention toward reducing food waste in the dining facilities. The results from the two studies indicate that only message framing had a significant effect on participants’ attitude toward food waste prevention messages. With respect to message focus, neither environmental nor societal, influenced participants’ perceptions and behaviors differently. This research contributes to the literature regarding theories of pro–environmental communication in food waste reduction.

The Effect of Message Framing and Focus on Reducing Food Waste