Small is beautiful: The role of anticipated food waste in consumers’ avoidance of large packages

Larger food packages are often preferred by consumers because they are associated with a decrease in per unit costs and therefore may lead to monetary savings. In this research, we show through a series of studies that consumers’ preferences for larger packages may diminish when they anticipate the potential food waste associated with such packages. Specifically, Study 1 highlights the mediating role of anticipated food waste on consumers’...