Leiden University Student Repository

Stradmeijer, Davide (2025)

Framing Food Waste: The Effects of Moral Message Framing on Intentions to Reduce Food Waste and the Mediating Role of Self-Efficacy

Master thesis | Psychology (MSc)

Food waste is a major global issue, with households responsible for most of it. Existing interventions often provide practical information, but overlook psychological drivers of food waste reduction. Based on Moral Foundations Theory, this study examined whether moral message framing (care vs. harm) and message focus (individual vs. general) influence intentions to reduce food waste, and whether self-efficacy mediates these effects. A 2×2 between-subjects experimental design was used. Participants (N = 151) were randomly assigned to one of four message conditions and completed a questionnaire. Results showed no significant effects of message framing, message focus, or their interaction on intentions to reduce food waste, and no mediation through self-efficacy. However, self-efficacy was significantly associated with higher intentions to reduce food waste. These findings suggest moral appeals alone may be insufficient to motivate behaviour change. The study highlights the importance...Show moreFood waste is a major global issue, with households responsible for most of it. Existing interventions often provide practical information, but overlook psychological drivers of food waste reduction. Based on Moral Foundations Theory, this study examined whether moral message framing (care vs. harm) and message focus (individual vs. general) influence intentions to reduce food waste, and whether self-efficacy mediates these effects. A 2×2 between-subjects experimental design was used. Participants (N = 151) were randomly assigned to one of four message conditions and completed a questionnaire. Results showed no significant effects of message framing, message focus, or their interaction on intentions to reduce food waste, and no mediation through self-efficacy. However, self-efficacy was significantly associated with higher intentions to reduce food waste. These findings suggest moral appeals alone may be insufficient to motivate behaviour change. The study highlights the importance of incorporating self-efficacy into food waste reduction interventions.Show less

Food waste, Message focus, Moral Foundations Theory, Moral message framing, Self-efficacy

Author

Stradmeijer, Davide

Faculty

Faculty of Social & Behavioural Sciences

Specialisation

Economic and Consumer Psychology

Supervisors

Ambra Brizi

ECTS Credits

10

Language

en