Restaurant and foodservice industry contributes a substantial amount of food waste each year, which makes it a concern to the society. Reducing food waste requires active involvement from consumers, and advertising messages could possibly encourage consumer involvement by increasing their awareness of the food waste issue. To promote restaurant consumers' positive intentions to reduce food waste, this study proposes effective communication strategies by analyzing the relative persuasiveness of two advertising elements: temporal focuses (past versus future) and message framings (attribute versus benefit). By incorporating consumers' perceived trustworthiness toward restaurants' food waste reduction practices, this paper further investigates how these proposed communication tactics can be operationalized. Results reveal that advertisements emphasizing future promises and social benefits of food waste reduction efforts can effectively promote consumers’ intentions, specifically by triggering a higher perceived trust in both ability and integrity. The moderated mediation effects of perceived trustworthiness were confirmed.

中文翻译：

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鼓励减少食物浪费的有说服力的策略：关于时间焦点、信息框架以及餐厅中感知可信度的作用的研究


餐馆和餐饮服务行业每年产生大量食物浪费，这引起了社会的关注。减少食物浪费需要消费者的积极参与，广告信息可能会通过提高消费者对食物浪费问题的认识来鼓励他们参与。为了促进餐厅消费者减少食物浪费的积极意愿，本研究通过分析两个广告元素的相对说服力提出了有效的沟通策略：时间焦点（过去与未来）和信息框架（属性与利益）。通过纳入消费者对餐厅减少食物浪费做法的信任度，本文进一步研究了如何实施这些拟议的沟通策略。结果表明，强调减少食物浪费的未来承诺和社会效益的广告可以有效地促进消费者的意图，特别是通过触发对能力和诚信的更高感知信任。感知可信度的调节中介效应得到了证实。