The Counterintuitive Effect of Scarcity on Food Waste

Across three studies we examine scarcity’s effect on food waste behavior. Study 1 (a field study) examines food waste behavior in control versus scarcity-induced conditions. Study 2 explores scarcity’s effect on food-related behavior in lab. Study 3 tests temporal distance as a moderator of food waste within consumers experiencing scarcity.


Bonnie Simpson, Rhiannon MacDonnell Mesler, and Katherine White (2020) ,"The Counterintuitive Effect of Scarcity on Food Waste", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1225-1225.


Bonnie Simpson, Western University, Canada
Rhiannon MacDonnell Mesler, University of Lethbridge, Canada
Katherine White, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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