The psychology of food waste: Why do we throw away so much food?

04.09.2024

Consumer behaviour, cultural attitudes and marketing are the main causes of food waste

Food waste is a widespread problem that affects the environment, the economy and society as a whole. Although it may seem like a simple problem related to excessive purchases or poor planning, the roots of food waste go much deeper. Understanding the psychological factors behind why so much food is wasted can help us tackle this problem more effectively. In this article, we'll look at the consumer behaviors, cultural attitudes, and marketing influences that contribute to food waste.

What is food waste?

Food waste refers to any food that is thrown away, whether due to spoilage, over-preparation or simply left uneaten. Globally, around one third of all food produced for consumption is wasted, amounting to over 1 billion tonnes each year. This staggering figure highlights the urgent need to tackle food waste at every level of the supply chain.

• Every Bulgarian wastes 68 kg of food a year
• 20% of the rubbish we throw away is food
• Food waste accounts for around 8% of global greenhouse gas emissions.

The psychological factors behind food waste

Consumer behaviour

Consumer behaviour plays an important role in food waste. Many of our habits and psychological factors cause us to throw food away. For example, impulse buying influenced by attractive displays and promotions often leads to buying more than we can consume. In addition, the “out of stock attitude”, where we buy in large quantities to avoid running out of staples, leads to overstocking and eventual spoilage.

In addition, unrealistic plans that lead us to believe that we will eat healthier or cook more often than we actually do also lead to wastage of perishable products. Understanding this behavior can help us develop better shopping habits and reduce waste.

Cultural attitudes

Cultural norms and values have a significant impact on food waste. Many people believe that abundance equates to success and hospitality, so when inviting guests they prepare too many options and too generous portions, which often go uneaten and are therefore thrown away. The stigma associated with eating 'ugly' produce also contributes to waste, as perfectly edible but aesthetically imperfect fruit and vegetables are discarded.

Impact of marketing

Marketing strategies and advertising play a crucial role in shaping consumer behaviour and therefore food waste. Supermarkets and food manufacturers use tactics such as 'buy one, get one free' which encourages excessive shopping. Expiry date labels such as 'use by' and 'best before' also create confusion, leading consumers to discard food prematurely. And did you know that the 'best before' date indicates the point at which products are at their best in the manufacturer's judgement. But after that date has passed, the product is far from throw-away and is in fact still edible!

Advertisements often depict larger portions and buying large quantities, prompting consumers to do the same. By recognizing these marketing influences, consumers can make more informed choices and reduce unnecessary waste.

The consequences of food waste

Impact on the environment

The environmental consequences of food waste are serious. When food is wasted, so are all the resources used to produce, process and transport it. Food waste in landfills decomposes anaerobically, producing methane, a potent greenhouse gas that contributes significantly to climate change.

Economic impact

The economic costs associated with food waste are significant. Households, businesses and governments bear the financial burden of food waste. For households, this translates into higher food bills and lost income. On a wider scale, governments spend millions on waste management and disposal.

Solutions to reduce food waste

Behaviour change

One of the most effective ways to combat food waste is through individual behaviour change. Here are some practical steps that can help:

• Plan what you will eat: Plan meals in advance and create a shopping list to avoid impulse and excessive shopping.
• Proper storage: Learn how to store different types of foods to extend their shelf life. For example, did you know that if you keep your apples and bananas together, the bananas will ripen much faster
• Creative Cooking: Use leftovers in creative ways to reduce waste. There are numerous recipes that can turn yesterday's dinner into today's lunch.
• Sensible shopping: Be mindful of portion sizes and resist the temptation to buy in bulk unless it is certain that the food will be eaten before it spoils.

Cultural changes

Changing cultural attitudes towards food waste requires a collective effort. Here are some strategies to promote a more sustainable food culture:

• Appreciate imperfect products. After all, when you cook the products and your dish turns out great, you won't remember what the products looked like before you processed them.
• Volunteer initiatives: Support and participate in community initiatives such as food donation campaigns that give away your excess food to people who need it.

Food waste is a problem that is deeply rooted in our behaviors, cultural attitudes and marketing influences. By understanding the psychology of why we waste food, we can take meaningful steps to reduce waste and its associated environmental and economic impacts. It is vital that individuals, communities and businesses work together to promote a more sustainable and conscious approach to food consumption. Every small change can lead to significant improvements!

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Foodobox's mission is to recover as much food as possible and keep it out of the trash. With their Foodobox app, they enable users to rescue delicious food that hasn't been sold or has expired.