ABSTRACT
Curiosity is a powerful motivator of behaviour. Although there have been some studies pertaining to the application of curiosity in the realm of food, research examining the potential to influence consumer food waste behaviour through the induction of curiosity is lacking. This study conducted two onsite dining experiments to explore the role and mechanism of curiosity in reducing food waste in a real dining environment by utilising an information gap design in tableware to induce participants' curiosity. Experiment 1 investigated the differences in food waste between participants using bowls with an information gap design and those using bowls with no information gap (blank bowls). Experiment 2 further controlled for other variables that could potentially influence the outcomes between bowls with and without information gaps; the latter displayed complete text externally. The results of both experiments consistently demonstrated a significant reduction in participants' food waste when utilising utensils with an information gap design. Moreover, we conducted an exploratory analysis combining these two experiments to examine the mediating mechanisms involved. Furthermore, the exploratory analysis suggested the mediating mechanism of curiosity elicited by the information gap design, ultimately leading to a decrease in food waste. This study presents a potential avenue for a simple and innovative approach for mitigating food waste.
