Journal of Marketing Science ›› 2024, Vol. 4 ›› Issue (2): 100-120.

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How Joint Consumption for Food Engenders Overconsumption and Waste

Ran Yaxuan,Zhang Yunhan,LiuFu   

  1. Ran Yaxuan, School of Management, Zhongnan University of Economics and Law;  Zhang Yunhan, School of Management, Zhongnan University of Economics and Law;  LiuFu,School of Management, Shandong University;
  • Online:2024-04-16 Published:2024-11-28

Abstract: In response to the urgent global issue of food waste, our research investigates an unexplored dimension: the effect of joint versus individual consumption. Using one field, four experimental studies and a single-paper meta-analysis, our re- search finds that compared to individual consumption, joint consumption results in increased food consumption and subsequent waste. This behavior is driven by a heightened concern about self-presentation and a diffusion of responsibility among group members. Importantly, we observed that when group members in the joint consumption share close relationships, this effect diminishes or even reverses. Furthermore, our study proposes a practical solution for addressing food waste in joint consumption scenarios by implementing intervention messages that highlight individual responsibility.

Key words: joint consumption, food overconsumption, food waste, self-presentational concern, diffusion of responsibility