How tourists’ negative and positive emotions motivate their intentions to reduce food waste

Journal article


Fazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Ahmadi, Hormoz, Abid, Muhammad, Farooque, Omar and Amrollahi, Ali. (2024). How tourists’ negative and positive emotions motivate their intentions to reduce food waste. Journal of Sustainable Tourism. 32(10), pp. 2039-2059. https://doi.org/10.1080/09669582.2023.2264539
AuthorsFazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Ahmadi, Hormoz, Abid, Muhammad, Farooque, Omar and Amrollahi, Ali
Abstract

Food waste significantly contributes to complex socioeconomic and environmental problems. The tourism sector is not immune to these sustainability challenges. This research examines how both negative and positive emotions build tourists’ intentions to reduce food waste. The study employs two experiments and a survey to establish causality among the key constructs and test the nomological network of those constructs. Results demonstrate a causal relationship between guilt, regret and hope and how these constructs interplay to explain the impact of a tourist’s perceptions of potential cost and harm from not implementing food waste-reduction practices. Additionally, four tourist categories are developed using fuzzy-set Qualitative Comparative Analysis (fsQCA). The results of fsQCA identify different configurations of tourists who seek to reduce food waste. This study encourages tourism operators to leverage positive emotions, such as hope, in marketing communications to encourage food waste reduction. A key contribution of this work is the examination of the variable of ‘hope’, and its effect in the context of food waste behaviour among tourists. This is the first study to examine how the interaction between tourists’ negative (guilt and regret) and positive (hope) emotions motivates their intentions to reduce food waste.

Keywordssustainable tourism; food waste; intentions; emotions; tourists; regret; hope; guilt
Year01 Jan 2024
JournalJournal of Sustainable Tourism
Journal citation32 (10), pp. 2039-2059
PublisherRoutledge
ISSN1747-7646
Digital Object Identifier (DOI)https://doi.org/10.1080/09669582.2023.2264539
Web address (URL)https://www.tandfonline.com/doi/full/10.1080/09669582.2023.2264539
Open accessOpen access
Research or scholarlyResearch
Page range2039-2059
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online14 Oct 2023
Publication process dates
Accepted25 Sep 2023
Deposited13 Nov 2024
Additional information

© 2023 the author(s). Published by informa uK limited, trading as taylor & francis Group

This is an open access article distributed under the terms of the Creative Commons attribution-nonCommercial-noDerivatives license (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. the terms on which this article has been published allow the posting of the accepted manuscript in a repository by the author(s) or with their consent.

Place of publicationUnited Kingdom
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