Have you ever stood in front of a buffet table and been amazed by the seemingly endless array of food? However, have you ever realised that this sense of awe often results in your plate being too full? Ultimately, a significant amount of food is wasted.
Widya Paramita, Ph.D., a lecturer in the Department of Management at the Faculty of Economics and Business, University of Gadjah Mada, and Arief Fathoni Argadian researched mindful consumption. The study, titled Awe at the Buffet: Turning Wonder into Mindful Consumption, was conducted to understand how awe can influence the way people consume food at hotel buffets.
“Everyday experiences, such as eating at a restaurant, hold important lessons about human behaviour and our responsibility towards the environment,” she explained.
Mita said that hotel buffet restaurants are synonymous with abundance. The dishes are served without limits, and the dining atmosphere is designed to pamper guests. However, there is a big hidden problem, namely, plate waste. Food is taken, but ends up being wasted.
“This phenomenon is not just about the kitchen, but also a reflection of human consumption behaviour. The question is, can the sense of awe that arises at the buffet table be directed towards more mindful behaviour?” she said.
Mita said the answer to this question is awe. Awe is not just a sense of admiration, but a deep emotion. Typically, awe is inspired by nature or architectural masterpieces. However, in this context, awe can also arise from the buffet experience, such as the abundance of menu options, attractive decorations, or attentive staff service.
“And from that feeling, the potential for mindful consumption can grow. Consumption that is more conscious, responsible, and not excessive,” she explained.
So, how does this process occur? Mita explained that mindful consumption grows through self-transcendence. A sense of wonder can lead humans to spiritual awareness, empathy for those in need, or concern for the preservation of the Earth.
Next, through self-efficacy. The belief that humans are capable of controlling themselves, taking only what they need, and believing that small steps taken have a real impact.
However, the study’s results, published in the International Journal of Hospitality Management in 2025, show that awe alone is insufficient. It only becomes meaningful when it turns into awareness and conviction to act.
“The role of environmental knowledge is also important. This is because the higher a person’s understanding of environmental issues, the stronger the relationship between awe and mindful consumption,” she added.
Mita stated that several research respondents reported practicing mindful consumption due to their religious teachings. Excessiveness is a behaviour that God forbids. Another reason is that leaving food uneaten is tantamount to disrespecting those who are hungry. Some manage to control themselves for dietary or health reasons.
However, some failed because they could not resist the delicious desserts that were continuously served. Mindful consumption is not easy, but it is a struggle between impulse and self-control.
“From this, we learn that hotels and restaurants not only sell food, but also shape emotional experiences. With calming interior design, an enticing variety of menus, and subtle environmental education, awe can be channelled into wiser consumption behaviour,” she explained.
Another lesson for consumers is that it is not just about being full, but also about gratitude. Every meal consumed is a small step for the earth.
“Awe can be a bridge between luxury and sustainability. From a simple experience at a buffet table, we can learn mindfulness, care, and responsibility. Because mindful consumption is not just a trend, but a moral calling in a world of abundance,” she concluded.
Reportage by: Kurnia Ekaptiningrum
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