The Effect of Plate and Decoration Color on Consumer Food Waste in Restaurants: A Case of Four Chinese Cities

Food waste hampers global food security, rational use of resources and environmental sustainability. is becoming a problem, especially on restaurants, it particularly important to explore more effective measures reduce waste. Color psychology studies show that color can influence human behavior, but how colors may affect consumer behavior has not been thoroughly investigated date. In this study, we aim investigate whether plate or restaurant decorations using large-scale field survey in four Chinese cities (2160 samples across Beijing, Shanghai, Chengdu, Lhasa). Our results the per capita all consumers surveyed restaurants was 80.21 g meal, whereas those with warm-color plates 61.83 meal. The suggest warm are associated reduced We also decoration found correlate significantly amount ordered meal (both cool colors). Cool for have negative effect weight eaten. Additionally, other characteristics consumers, such as their age, education, income levels, factors, purposes meals, were behavior. case study suggests further investigation into role be warranted help mitigate