Food waste represents a global challenge. How professionals in food-related activities make sense of the dimensions of this challenge and act upon it has received increased attention. Yet, most studies are limited in their scope and impact, and the lack of sizable samples severely hinders their representativeness and application. This study aims to fill the black box of the relationship between pro-environmental behavior (PEB) and the negative attitude towards food waste (NAFW) by addressing the moderating role of food waste awareness. Primary data from young professionals in Asia, Europe, and North America reveals the cross-cultural sensitivity of individual behaviors towards the food waste challenge. Findings also suggest that awareness of the magnitude of the challenge plays a key role in the development of attitudes with regard to food waste. It also sheds light on the limited role of educational background on NAFW. These results open new perspectives in food waste research that could potentially yield fruitful avenues for future research.