Abstract
Purpose: The purpose of this study is to investigate how hotel guests can be nudged for more active engagement in hospitality plate waste prevention and moderation at buffets, through designing effective persuasive interventions. Plate waste is a main sustainability challenge, and it is considered one of the major drivers of food waste in the hospitality sector, whose operations generate excessive amounts of waste. The hospitality industry, featured by all-you-can-eat buffet-style settings, is somehow encouraging consumers to increase the amount of food ordered or taken and not been eaten.
Design/methodology/approach: This study reports a field experiment conducted in a real hotel setting, where persuasive interventions were targeted to consumers at the croissants buffet, when guests were making their selections. The research tests the persuasiveness of functional and experiential appeal messages to nudge hotel guests towards a more active engagement in avoiding plate waste. Each single treatment was carried out for three weeks in varying sequence.
Findings: The findings are based on 63 rounds of data collections and show the superiority of experiential appeal messages in positively influencing guests’ behaviour. This implies that appropriate messages can persuade tourists to avoid plate waste in buffet-style settings, especially if these messages are grounded in participatory cues with an emphasis on altruistic values.
Originality/value: This is one of the few studies that empirically tests the effectiveness of different persuasive interventions in a real consumption setting, thus measuring actual behaviours which have been rarely studied. This study further contributes to the identification of concrete communication tools that can help to mitigate plate waste generation.