Customer Consciousness Towards Food Wastage in the Indian Hospitality Industry

1. Introduction

The burgeoning trajectory of the hospitality industry within the Indian landscape has manifested itself in pronounced growth, concomitant with a discernible surge in culinary consumption. Regrettably, this precipitous upswing has engendered a commensurate escalation in the profligate dispensation of food resources, thereby presenting a confluence of environmental and economic exigencies. The imperative at hand, therefore, lies in the meticulous elucidation of customer consciousness vis-à-vis the profligate dispensation of sustenance within the precincts of the Indian hospitality sector. In tandem with the burgeoning global cognizance of environmental sustainability, there has emerged a palpable disquietude regarding the deleterious ramifications of wanton food wastage. The hospitality industry, serving as a conspicuous crucible of such excesses, stands compelled to scrutinize the profundity of awareness harbored by its clientele. The exigencies emanating from the confluence of burgeoning consumption patterns and the attendant detriments to the environment necessitate a judicious evaluation of customer consciousness.

The kaleidoscopic tapestry of cultural and socio-economic diversity intrinsic to India poses a sui generis set of challenges in the efficacious management of alimentary excesses. This intricate milieu mandates a nuanced comprehension of the idiosyncrasies of customer consciousness as a sine qua non for the formulation of efficacious strategies. It is incontrovertibly posited that customers, as potent arbiters of the industry's modus operandi, proffer an instrumental conduit for ameliorative interventions.

Moreover, the imbrication of myriad determinants serves to shape the contours of customer consciousness pertaining to food wastage in the hospitality sector. Variables such as awareness and educational proclivity, cultural and societal norms, the perceived value of sustenance, individual values and ethical predilections, customer engagement and empowerment, communicative modalities, technological innovations, and the overarching ambit of policy and regulation are pivotal in discerning and modulating customer comportment. The discernment of these multifarious facets constitutes an imperative prelude to the crafting of targeted initiatives, poised to attenuate the scourge of food wastage while instilling a culture of sustainability within the precincts of the hospitality industry.

Certain elements have been found as specified above, are well supported with the literature gathered by researchers in the study and the observations on the variables from previous studies are dealt below

It is noted that customers who are well-informed about the impact of food wastage on the environment are more likely to be conscious of their choices and certain programmed awareness campaigns and educational programs within hospitality establishments can contribute to increasing customer consciousness (Alamar, M. et al.2018)

Cultural attitudes towards food and dining can significantly influence customer behavior. Understanding cultural norms helps in tailoring communication and initiatives. Customers may be influenced by social norms and the behavior of their peers. Creating a social norm that values minimizing food wastage can positively impact customer consciousness (Mikiyas Getachew et al. 2016).

Customers who perceive the economic value of food are more likely to avoid wastage. Communicating the value of food items and the resources invested in their production can influence customer behavior. Offering flexible portion sizes and promoting the idea of ordering only what one can consume contributes to reducing plate wastage (Koppala Venugopal et al. 2020).

Customers with strong environmental values are more likely to make choices aligned with sustainability, including minimizing food wastage. Aligning hospitality practices with ethical considerations, such as reducing food wastage and supporting local and sustainable sourcing, can resonate with conscious consumers. (Venugopal, K. et al. 2016).

Involving customers in decisions related to menu planning, portion sizes, and waste reduction initiatives can empower them to make more conscious choices. Establishing feedback mechanisms where customers can share their thoughts on sustainable practices and provide suggestions fosters a sense of engagement (Sharma, R.et al. 2022).