151639 20260306152056.0 doi 10.1108/JSOCM-02-2024-0039 sideral 143325 ART-2025-143325 eng Fraj-Andrés, Elena Universidad de Zaragoza (orcid)0000-0002-9688-9734 When lack of food waste concern curbs youths’ intention to reduce it: the role of nudging as a solution 2025 Access copy available to the general public Unrestricted Purpose This study aims to propose a model of consumer intention to reduce food waste. It uses norm activation theory and includes lack of food waste concern as an important barrier. The effect of nudging on the model variables is also examined. Design/methodology/approach This study reports on results of an online questionnaire-based survey aimed at the youth segment. A total of 716 final questionnaires were obtained to test the model. Findings The findings show that lack of food waste concern is a trigger variable that limits food waste reduction intention. Nudging can be used to reduce food waste directly, as well as indirectly through increased ascription of responsibility and personal norms. Furthermore, nudging helps to mitigate lack of food waste concern. Research limitations/implications This study used a cross-sectional design, whereas a longitudinal one would enrich its results. Future research should integrate both intention and actual behavior to reduce food waste, with nudging as a key factor in bridging this gap, since it is a valuable tool in social marketing to influence consumer behavior. Besides, some demographic control variables were considered, so in future research other control variables could be included for a better understanding of the conceptual model. It is also suggested to replicate this study beyond the youth segment and measure nudges with other types of methodologies (e.g. experiments and field studies). Practical implications Norm activation theory effectively explains young people’s intentions to reduce food waste, with lack of concern as a key factor. Furthermore, social marketing and nudging strategies can foster pro-environmental and pro-social values, increasing awareness and personal responsibility. Social implications Consumers and institutions must raise awareness among young people about the consequences of food waste as a key factor for waste reduction. Social marketing strategies using nudges appear promising. Institutional collaboration is essential to change young consumers’ habits. Originality/value The role played by lack of food waste concern in young consumers’ food waste-related behavior is of central concern, and nudging strategies mitigate this effect. info:eu-repo/grantAgreement/ES/DGA/S54-23R-GENERES Group info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00 info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 info:eu-repo/semantics/openAccess by-nc https://creativecommons.org/licenses/by-nc/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Herrando, Carolina Universidad de Zaragoza (orcid)0000-0002-2653-2473 Lucia-Palacios, Laura Universidad de Zaragoza (orcid)0000-0002-8798-3294 Pérez-López, Raúl Universidad de Zaragoza (orcid)0000-0001-6441-2504 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados (2025), [21 pp.] Journal of Social Marketing Journal of Social Marketing 2042-6763 527688 http://zaguan.unizar.es/record/151639/files/texto_completo.pdf Postprint 1375313 http://zaguan.unizar.es/record/151639/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:151639 articulos driver 2026-03-06-15:18:35 ARTICLE