Food waste behavior and neural response: an ERP study of Chinese urban residents

Food waste poses a significant threat to global food security, with noticeable differences among various age groups due to their generational backgrounds. Understanding these behaviors is essential for crafting effective policies. Traditional questionnaires often fail to measure food waste accurately due to social norms. This study analyses implicit cognitive differences in food waste across generations by conducting cognitive neuroscience experiments and in-depth interviews. The findings indicate that while both males and females waste food, those born in the 1950s–1960s conserve food more than those born in the 1970s–1980s and 1990s–2000s. Women tend to waste more food than men, suggesting that targeted awareness could reduce this behavior. Generationally, food waste increases stepwise from the 1950s–1960s to the 1990s–2000s. Enhancing knowledge and reinforcing social norms among these groups can promote food conservation. The objective of this paper is to provide a theoretical foundation for the development of long-term strategies aimed at ensuring food security, as well as targeted interventions aimed at reducing food waste, from the vantage point of gender and generational characteristics.