Sustainable Consumption and Moral Marketing: Religiosity, Green Campus Climate, and Food Waste Reduction among University Students

Abstract

Food waste is a global sustainability challenge with profound environmental, social, and economic consequences. Despite its significance, research on food waste in higher education institutions (HEIs) remains limited, particularly in developing countries. This study extends the Value-Belief-Norm (VBN) framework to examine food waste reduction behavior (FWRB) among university students in Pakistan. Religiosity is incorporated as an antecedent of environmental values, reflecting the role of Islamic teachings in shaping ecological concern, while Green Campus Climate (GCC) is introduced as a moderator that reinforces the translation of personal norms into behavior. Data were collected through an online survey, yielding 488 valid responses from students across public and private universities. Results from PLS-SEM confirm the sequential VBN pathway and show that religiosity significantly predicts environmental values, while GCC strengthens the link between personal norms and FWRB. The study broadens and deepens VBN theory and offers practical insights for universities and policymakers to cultivate sustainable food practices.