Empowering tomorrow: Nurturing young tourists to lower food waste

One third of food produced for humans is wasted between production and consumption and a considerable amount of food waste occurs in the hospitality sector related to plate waste. A specific focus is laid on the food behaviour of the next generation of tourists, as this group is crucial in contributing to long-term sustainability. Through combining two studies, a survey (N. 170 respondents) plus a field experiment (N. 2.264 units of observation), this research deepens the understanding on attitudes and behavioural intentions of young tourists toward plate waste, alongside their actual plate waste minimising behaviour when exposed to different persuasive interventions. This study proposes operational measures to trigger the involvement of the next generation of tourists in plate waste minimization and to educate young consumers toward zero plate waste.