TY - JOUR
T1 - How tourists’ negative and positive emotions motivate their intentions to reduce food waste
AU - Muhammad Fazal-e-Hasan, Syed
AU - Mortimer, Gary
AU - Ahmadi, Hormoz
AU - Abid, Muhammad
AU - Farooque, Omar
AU - Amrollahi, Alireza
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - Sustainable tourism; tourists; food waste; intentions; emotions; hope; regret; guilt
U2 - 10.1080/09669582.2023.2264539
DO - 10.1080/09669582.2023.2264539
M3 - Article
SN - 0966-9582
VL - 32
SP - 2039
EP - 2059
JO - Journal of Sustainable Tourism
JF - Journal of Sustainable Tourism
IS - 10
ER -