This study investigates how businesses can persuade customers to participate in food waste reduction efforts by using communication strategies. Grounded in information processing and persuasion theories, we conducted two studies. In study 1, a focus group interview was performed to explore how customers process food waste communication from foodservice operations. In study 2, a 2 (communication modality: written vs. verbal) × 2 (presentation order: before meals vs. during meals) × 2 (mindfulness: low vs. high) between-subjects design quasi experiment was conducted to examine these interaction effects on customers’ intention to support the restaurants’ food waste reduction efforts. The findings are consistent across the two studies. The findings indicate that people with low mindfulness have lower intention to participate when the message is delivered verbally (vs. written) and the message is prompted before meals (vs. during meals). Conversely, people with high mindfulness tend to have higher intention to participate regardless of communication modality and presentation order.

这项研究调查了企业如何使用沟通策略说服客户参与减少食物浪费的工作。基于信息处理和说服理论，我们进行了两项研究。在研究1中，进行了焦点小组访谈，以探讨客户如何处理餐饮服务运营部门的餐厨垃圾沟通。在研究2中，进行了2次（交流方式：书面与口头交流）×2（演示顺序：饭前vs.用餐期间）×2（正念：低与高）受试者间设计准实验，以检验这些相互作用影响顾客支持餐馆减少食物浪费努力的意图。在两项研究中，发现是一致的。研究结果表明，当口头传达信息（相对于书面信息）并且餐前提示信息（相对于进餐）时，注意力不集中的人参与的意愿较低。相反，无论沟通方式和呈现顺序如何，具有高度正念能力的人都倾向于具有更高的参与意愿。