This article has been accepted for publication and undergone full peer review but has not been through the copyediting, typesetting, pagination and proofreading process which may lead to differences between this version and the Version of Record. Please cite this article as doi: 10.1111/joca.12328 ELIZABETH A. MINTON, KATHRYN A. JOHNSON, MARICARMEN VIZCAINO, AND CHRISTOPHER WHARTON Is it Godly to Waste Food? How Understanding Consumers’ Religion Can Help Reduce Consumer Food Waste Food waste is a problem worldwide, but solutions have yet to adequately incorporate consumers’ core values—values which are often rooted in religion. Study 1 shows that restrictive religious norms (e.g., rules about food consumption, fasting) lead to greater food waste, whereas supportive religious norms (e.g., sharing food) lead to reduced food waste. Study 2 replicates prior findings and rules out competing explanations. Study 3 manipulates marketing messaging to show that consumers with higher (lower) levels of religiosity are more likely to reduce food waste with a prevention (promotion) framed message partnered with environmental reasoning or a promotion (prevention) framed message partnered with people-based reasoning. Implications for marketers, consumer advocacy groups, and policy makers desiring to reduce food waste are provided. Elizabeth A. Minton (eminton@uwyo.edu) is an Associate Professor of Marketing, University of Wyoming. Kathryn A. Johnson (kathryn.a.johnson@asu.edu) is an Assistant Research Professor, Department of Psychology, Arizona State University. Maricarmen Vizcaino (mvizcain@asu.edu) is a Research Project Manager, College of Health Solutions, Arizona State University. Christopher Wharton (christopher.wharton@asu.edu) is an Associate Professor of Nutrition and Assistant Dean of Innovation and Strategic Initiatives, Arizona State University. Acknowledgement: We would like to thank the Arizona State University Jump Start Grant for funding this research. This article is protected by copyright. All rights reserved.