Abstract
One third of food produced for humans is wasted between production and consumption and a considerable amount of food waste occurs in the hospitality sector related to plate waste. A specific focus is laid on the next generation of tourists, as this group is crucial in contributing to long-term sustainability. Through combining two studies, a survey plus a field experiment, this research deepens the understanding on young tourists’ attitudes toward plate waste alongside their actual behaviors in response to persuasive interventions, thus revealing new insights into the attitude-behavior gap. Managerially, this study proposes operational measures to trigger the involvement of the next generation of tourists in plate waste minimization.