Altruistic and collectivistic values as the antecedents of surplus food donation intention

Although food donation plays an important societal role in redistributing surplus food to people in need, little is known about the antecedents of individuals' intention to donate food. Yet, such knowledge can inform the design of marketing and promotion campaigns to encourage food donation. This study explores the role of altruistic and collectivistic values in individuals’ intention to donate surplus food. Data are collected in Pakistan, a collectivist society, by the survey method (n = 416). The results show that pure altruism exerts the strongest effect on surplus food donation intention with environmental consciousness driving its occurrence. Impure altruism, driven by self-interest, has lower, yet significant, influence. Collectivistic values moderate the effect of pure altruism and attitudes towards food waste reduction on intention to donate. The results suggest that, to make food donation more appealing in collectivistic societies by activating pure altruism, marketing and promotion campaigns should emphasise the benefits of donated food for the people living in the same community as food donors. Campaigns should also publicise the efforts of food donors to provide them with emotional rewards, thus triggering impure altruism.