Policy framing, design and feedback can increase public support for costly food waste regulation

Stricter regulation of food waste reduction is widely presumed to increase food prices, which could render its implementation politically unfeasible. Here we empirically tested whether specific policy framing, design and feedback could help ensure public support despite potential food price increases. We used survey experiments with 3,329 citizens from a high-income country, Switzerland. A combined framing and conjoint experiment shows that messages emphasizing national or international social norms in favour of reducing food waste (policy framing) can increase public support for more ambitious reduction targets. Also, most citizens support food waste regulation even if this leads to substantial increases in food prices, but only if such policies set stringent reduction targets and are transparently monitored (policy design). Finally, a vignette experiment reveals that voluntary industry initiatives do not crowd out individuals' support for stricter governmental regulation, but potentially crowd in support if industry initiatives are unambitious (policy feedback).