Abstract

Purpose: This study examines food waste reduction behavior (FWRB) among university students in Pakistan by extending the Value-Belief-Norm (VBN) framework. It conceptualizes food waste reduction as a moral marketing outcome, investigating how religiosity shapes environmental values and how Green Campus Climate (GCC) reinforces the translation of personal norms into sustainable food practices.

Keywords

Food Waste Reduction, Religiosity, Green Campus Climate, Moral Marketing, Islamic Ethics