How Joint Consumption for Food Engenders Overconsumption and Waste
In response to the urgent global issue of food waste,our research investigates an unexplored dimension:the effect of joint versus individual consumption.Using one field,four experimental studies and a single-paper meta-analysis,our re-search finds that compared to individual consumption,joint consumption results in increased food consumption and subsequent waste.This behavior is driven by a heightened concern about self-presentation and a diffusion of responsibility among group members.Importantly,we observed that when group members in the joint consumption share close relationships,this effect diminishes or even reverses.Furthermore,our study proposes a practical solution for addressing food waste in joint consumption scenarios by implementing intervention messages that highlight individual responsibility.
joint consumptionfood overconsumptionfood wasteself-presentational concerndiffusion of responsibility
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