Are people willing to pay for waste prevention? the moderating role of environmental attitude

Food waste is an important topic in the general frame of food consumption sustainability and ethical consumption. Several studies have focused on environmental-friendly labelling schemes based on different "green attributes", such as organic certification and food miles. The effect of a labelling scheme based on food waste prevention, instead, has never been studied. In the current work, experimental auctions have been used to investigate the effect of a certification about containing food waste within a certain threshold on participants' willingness to pay. Furthermore, we examined if this effect would be moderated by participants' environmental attitude. Results showed that waste prevention-based labelling positively affects participants' WTP, and that this effect is enhanced by pro-environment attitude.