How awe influences the reduction of food waste intention: an empirical study on the antecedent pathways of the norm activation model

Introduction Food waste is a global challenge with environmental, economic, and ethical consequences. Existing studies have largely focused on cognitive and informational interventions, with less attention to emotional mechanisms that may motivate consumers to reduce food waste. Drawing on the Norm Activation Model (NAM), this study examines whether awe strengthens Reduction of Food Waste Intention (RFWI) through awareness of consequences, ascription of responsibility, and personal norms, and whether internal Environmental Locus of Control (ELOC) moderates the effect of awe on these NAM-related constructs. Methods This between-subjects online experiment recruited 788 participants and randomly assigned them to an awe or neutral condition using a recall task combined with static images. Structural Equation Modeling (SEM) was used to test the proposed mediation and moderation effects. Results Awe had a direct positive association with RFWI and an indirect positive association through the sequential NAM pathway. Internal ELOC strengthened the associations between awe and awareness of consequences, ascription of responsibility, and personal norms. Discussion The findings extend NAM by incorporating a self-transcendent emotion and identifying perceived environmental agency as a boundary condition. Awe may serve as a short-term psychological trigger for strengthening food-waste-reduction intention, although future research should examine actual long-term food-waste behavior.