Reimagining consumption for a greener planet: The role of online communities in tackling imperfect produce and food waste

The global challenge of food waste exacerbates greenhouse gas emissions while presenting an opportunity to address climate change through innovative consumer engagement. Vast quantities of edible, imperfect produce is discarded annually. Grounded in social learning theory (SLT), this study explores how online communities reshape consumer perceptions of imperfect produce, reducing food waste and deepening climate engagement. Using netnography, the research links online communities, imperfect produce, food waste reduction, and climate change action. Findings reveal that information sharing and behavior observation within these communities empower consumers to embrace imperfect produce, curbing waste and fostering climate-conscious behaviors, while pressuring corporations toward sustainability. By examining how online communities drive behavior change, this study advances sustainable consumption literature, highlights SLT’s role in promoting sustainable practices, and underscores social media’s potential for climate engagement. These insights offer actionable strategies for marketers, policymakers, and sustainability advocates leveraging digital communities for environmental and social impact.