Food waste has long been a critical issue with profound social, economic, and environmental implications. During the COVID-19 pandemic, disruptions to food supply chains and heightened food insecurity brought this issue into sharper focus. Contradictory reports emerged about the pandemic’s effect on consumer-level food waste, and a study published in the Journal of Consumer Research by Huachao Gao, associate professor of marketing at Texas A&M University’s Mays Business School, reveals why: Different aspects of pandemics have opposing effects on how consumers handle food waste. The research untangles the complex relationship between pandemic-related health concerns, lockdown experiences, and food disposal decisions.

Two Faces of Pandemic Response

The research identifies two distinct pandemic dimensions that affect consumer behavior differently. When health concerns dominate (infection salience), consumers tend to discard more food due to contamination fears. However, when lockdown concerns become prominent, fear of scarcity leads to greater food conservation.

This distinction helps explain contradictory reports about food waste during COVID-19. The study notes that most pandemics primarily increase infection salience without inducing lockdowns, making it crucial to address the resulting rise in food waste.

Testing Solutions in the Real World

Through multiple approaches — including a large-scale restaurant field study, laboratory experiments measuring actual food waste, and analysis of country-level data — the research demonstrates how simple safety messaging can significantly reduce waste. The study tested various interventions, such as table tents, napkins, and to-go boxes with safety messaging.

These practical interventions proved effective at reassuring consumers about food safety and reducing unnecessary disposal. In controlled settings, participants who received safety-health messaging showed measurable reductions in food waste compared to those who didn’t receive such messages.

A Growing Global Challenge

The research comes at a critical time for addressing food waste. Globally, approximately one-third of all food produced for human consumption goes to waste. In the United States alone, consumer food waste accounts for more than a quarter of total freshwater consumption and 300 million barrels of oil annually.

For restaurants and food-service providers, the findings suggest clear strategies: Implementing safety messaging through multiple channels can help reduce unnecessary waste while maintaining customer confidence. Simple interventions like safety information on takeout containers or table tents with food safety reminders can make a significant difference.

Beyond the Current Crisis

The implications extend beyond immediate pandemic response. Government agencies can develop targeted public awareness campaigns that emphasize food safety while acknowledging resource conservation concerns. These dual messages help consumers balance safety concerns with environmental responsibility.

The study demonstrates that public health messaging during pandemics should include explicit food safety information to prevent unnecessary waste. This approach can help maintain food security while reducing environmental impact across communities.

Changing Consumer Behavior

The research reveals how consumer education about food safety can influence disposal practices during health crises. By understanding how different aspects of pandemics affect consumer psychology, organizations can design more effective interventions to promote sustainable food consumption.

These insights prove particularly valuable given the global scale of food waste and its environmental impact. The findings show that targeted messaging can help break the link between health concerns and excessive food disposal, supporting both public health and environmental sustainability goals.

A Path Forward

As the world continues to face health challenges, maintaining sustainable food practices becomes increasingly important. The research provides a framework for understanding how different aspects of health crises affect consumer behavior and offers practical solutions for reducing unnecessary waste. By understanding the interplay between infection and lockdown salience, stakeholders can take targeted actions to address this pressing issue.

As pandemics continue to pose global challenges, fostering sustainable consumer behaviors through interventions like safety-health messaging will be vital for reducing food waste and its broader social and environmental impacts.

Research Takeaways

• Dual Effects: Health concerns and lockdown experiences have opposite effects on food waste behavior, with infection fears increasing waste while lockdown concerns reduce it.
• Practical Solutions: Safety-health messaging through simple interventions like table tents and to-go box labels effectively reduces waste driven by infection concerns.
• Global Impact: With one-third of food production going to waste, proven interventions to reduce unnecessary disposal have significant environmental and economic implications.