Communication of food waste messages: The effects of communication modality, presentation order, and mindfulness on food waste reduction intention

This study investigates how businesses can persuade customers to participate in food waste reduction efforts by using communication strategies. Grounded in information processing and persuasion theories, we conducted two studies. In study 1, a focus group interview was performed to explore how customers process food waste communication from foodservice operations. In study 2, a 2 (communication modality: written vs. verbal) × 2 (presentation...