Eaten beauty needs replenishing: The impact of beautiful plate patterns on plate waste

This study explored the influence of food aesthetics on plate waste and the underlying mechanisms through which plate patterns can reduce food waste. Three studies were conducted to examine the potential differences in beauty decrement (i.e. aesthetically vulnerable vs. aesthetically invulnerable) across various food categories and to evaluate the effectiveness of plate patterns in reducing food waste. Study 1 revealed that certain foods were more susceptible to significant beauty decrements during consumption. Study 2 demonstrated that foods vulnerable to aesthetic degradation were more likely to be wasted than those that were aesthetically invulnerable. Additionally, among the aesthetically vulnerable foods, those with a perfect appearance were wasted more frequently than those with an imperfect appearance. Study 3 (A) showed that less aesthetically vulnerable foods were wasted when served on patterned plates than when served on blank plates. Study 3 (B) replicated the findings of Study 3 (A) by conducting an actual eating task in a laboratory and validating the chain mediation model for the impact of plate patterns on food waste. Specifically, plate patterns influenced the reduction in perceived beauty during food consumption, affecting consumer enjoyment and ultimately resulting in plate waste. •Demonstrated a distinction between aesthetically vulnerable foods and aesthetically invulnerable foods.•Aesthetically vulnerable foods caused more waste than aesthetically invulnerable foods.•Plate patterns affect the beauty decrements perceived by consumers during food consumption, which in turn affect consumer’s enjoyment and, ultimately, affect plate waste.