ABSTRACT Based on the Norm Activation Model (NAM) and Social Cognitive Theory (SCT), this study examines the psychological and environmental factors influencing Food Waste (FW) reduction at festivals. Specifically, this study analyzes the direct and indirect effects of responsibility, self‐efficacy, subjective norms (Descriptive and Injunctive Norms), awareness of consequences (financial and social concerns), Personal Norms (PN), and festival experience in influencing FW intention. A quantitative research design was used, and data were collected in the form of a self‐report questionnaire with 387 Chinese tourists and analyzed using PLS‐SEM. The findings show that the most important factor influencing the intentions to reduce waste could be financial concerns ( p = 0.001) rather than social concerns ( p = 0.180). Moreover, PN fully mediates descriptive norms (peer behavior) ( p = 0.001) and partially mediates ascribed responsibility ( p = 0.001 for indirect effect; p = 0.016 for direct path to PN). More importantly, the festival experience serves as an important mediator and partially mediates two constructs separately, such as financial concerns as well as descriptive norms (peer behavior). This study provides a new proposed model by discussing experience‐based moral obligation and the influences of economic concerns and peer behavior in festive settings, enriching the SCT and NAM framework. Based on the findings, the study recommended that festival organizers and policymakers prioritize functional logistics, standardized small portions, and optimized bin proximity, also implementing initiatives for promoting responsible behaviors of peer groups to ensure waste reduction becomes a rational choice among consumers.
Liu et al. (2026) studied this question.