There may be a sense of awe when standing before a buffet table lined with what seems like an endless array of dishes. Yet, we often fail to realize that this admiration can turn into an overloaded plate, leading to leftover food that ends up as organic waste.
Lecturers from the Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM), Dr. Widya Paramita, and Arief Fathoni Argadian conducted a study on this issue through the lens of mindful consumption.
Their research, titled “Awe at the Buffet: Turning Wonder into Mindful Consumption,” seeks to understand how feelings of awe influence people’s behavior when dining at hotel buffets.
“Everyday experiences, such as dining at restaurants, offer valuable lessons about human behavior and our responsibility toward the environment,” explained Dr. Paramita at FEB UGM on Friday (Oct. 17).
Dr. Paramita noted that hotel buffets are often associated with abundance and unlimited servings, with the entire dining atmosphere designed to cater to guests’ indulgence. However, behind this experience lies a deeper issue: plate waste, where food that has been taken is ultimately thrown away.
“This phenomenon is not merely a kitchen problem but a reflection of human consumption behavior. The question is, can the sense of awe experienced at a buffet table be directed toward more mindful behavior?” Dr. Paramita said.
According to Dr. Paramita, awe represents both a challenge and a solution. Awe is not merely admiration but a profound emotional state, often evoked by nature or architectural works. In this context, however, awe may also arise from the buffet experience itself, the abundance of menu options, appealing decorations, or attentive service.
“From that feeling, the potential for mindful consumption can emerge, consumption that is more conscious, responsible, and not excessive,” she explained.
How does this process occur?
Dr. Paramita explained that mindful consumption develops through self-transcendence, in which awe can foster spiritual awareness, empathy for those facing hunger, and concern for environmental sustainability.
It also cultivates self-efficacy, the belief that one can control one’s impulses, take only what is needed, and recognize that small actions can have a real impact.
However, Dr. Paramita emphasized that their research, published in the International Journal of Hospitality Management (2025), shows that awe alone is not enough. It only becomes meaningful when it transforms into awareness and confidence to act.
“Environmental knowledge also plays a crucial role. The higher one’s understanding of environmental issues, the stronger the connection between awe and mindful consumption,” she explained.
According to the respondents involved in the study, Dr. Paramita reported that some practiced mindful consumption due to religious teachings that discourage excessive behavior and emphasize respect for those who experience hunger.
Others cited health or dietary reasons for exercising restraint, while some admitted difficulty resisting the temptation of desserts.
“Mindful consumption is not easy. It is a struggle between impulse and self-control. From this, we learn that hotels and restaurants not only serve food but also shape emotional experiences. Through soothing interior design, appealing menu variety, and subtle environmental education, awe, in my view, can be directed toward wiser consumption behavior,” Dr. Paramita said.
She further reflected that mindful consumption teaches not only the value of satiety but also the importance of gratitude. Every finished meal is a small step toward sustainability. She concluded that awe can serve as a bridge between luxury and sustainability.
“From a simple buffet experience, we can learn mindfulness, compassion, and responsibility. Mindful consumption is not merely a trend but a moral calling in a world of abundance,” the scholar concluded.
Author: Agung Nugroho
Post-editor: Salma
Illustration: iStock