Purpose<br/> Research has pointed towards the emotional component of decisions contributing to the wastage of food at the end of the supply chain. The present study reviews food wastage literature to reveal the role of emotions with respect to regulation, reduction and
prevention of food wastage among consumers.<br/> Research methodology<br/> The study is literature-driven and seeks to uncover latent emotional motives underlying the actions leading to the wastage of food. It utilises previous studies in the fields of consumption emotions,
food wastage, pro-environmental behaviour and sustainability to offer unconventional research propositions that underline the interplay of these variables.<br/> Findings<br/> Based upon the literature, the paradoxical nature of anticipated emotions' influence was considered
and confirmed. The findings suggest that the anticipation of experiencing positive emotions due to desires of being recognised as a good provider or expressing one's affection may lead to actions that contribute to increased wastage, while anticipating that a negative affect experience may
create a positive outcome with regard to food wastage.<br/> Limitations<br/> The majority of prior research, related to the relevance of emotions for food wastage behaviour, has focused on negative emotions, leaving a perceptible dearth of insights about the role of positive
emotions.<br/> Contributions<br/> The study builds a novel narrative of how emotions channelise behaviour concerning food wastage, and proffers an argument for a more rigorous examination of emotions, both positive and negative, anticipated in a situation leading to food
wastage at the stage of consumption. It also identifies potential avenues for research into emotions related to food wastage.
Exploring Pro-Environmental Behaviour in FMCG Supply Chain
