From Pixels to Plates: Exploring AI Stimuli and Digital Engagement in Reducing Food Waste Behavior in Lithuania Among Generation Z and Y

The global issue of food waste is a significant concern due to its extensive social, economic, and environmental repercussions. To attain our sustainable future objectives, we must confront the food waste challenge directly. This study, grounded on the Stimulus–Organism–Response (S-O-R) theoretical framework, examines the impact of AI-based stimuli—passion, usability, perceived personalization, and perceived interactivity—on users’ intentions of minimizing food waste. Social presence and psychological engagement signify internal organism (O) states, while self-efficacy acts as the moderating factor between these organism states and intention (R). Data were gathered via Computer-Assisted Web Interviewing (CAWI) in a stratified quota sample of 315 participants in Lithuania, concentrating on Generation Y and Millennial Generation Z consumers of the Samsung Food app, aimed at promoting food waste reduction. Participants were pre-screened and recruited via several means to guarantee an adequate sample. The results indicate that passion, usability, and perceived interactivity substantially influence social presence and psychological engagement. Nonetheless, these organism-level variables did not have an immediate impact on behavioral intention, and all indirect (mediated) effects from stimulus response were significantly rejected. Conversely, self-efficacy considerably influenced the association between social presence and psychological engagement with intention, indicating that enhanced user confidence enhances the possibility of turning engagement into behavioral responses. This study features generational differences between Y and Z and only found significant interaction between perceived personalization and social presence in Generation Y, as compared to Generation Z. This work extends the literature on AI-driven behavior modification by asserting that mere involvement is inadequate. Enabling consumers by enhancing self-efficacy is crucial for developing viable AI-based applications that encourage sustainable customer behavior.