What really "makes" people waste less food? Sustainability as a prime motivator doesn't work, new study finds
Sustainability lovers (surprisingly) don't waste less
"People who emphasise healthy eating tend to plan meals and avoid excessive shopping - behaviours that significantly reduce food waste," said lead study author Dr Trang Thi Thu Nguyen from the Centre for Global Food and Resources at the University of Adelaide.
"The idea that consumers who focus on sustainability will also waste less food seems logical. After all, they actively seek out ethical and environmentally friendly products. However, while those who prioritise sustainability often focus on choosing organic products, they don't necessarily translate this concern into behaviours that reduce waste."
The findings, published Wednesday in the journal Resources, Conservation and Recycling, challenge the common assumption that sustainability-focused consumers naturally waste less. In fact, the study found no significant link between sustainability motivation and lower food waste.
Tons of wasted food
End Food Waste Australia reports that Australia throws away an estimated 7.6 million tonnes of food each year - equivalent to 312kg per person - costing the economy approximately $36.6 billion and individual households up to $2,500 a year. Globally, the UN Food and Agriculture Organisation estimates that food waste contributes 9.3 billion tonnes ofCO2equivalent emissions each year.
Dr. Nguyen said a change in approach is needed to achieve a reduction in the environmental and economic burden of food waste. "Instead of focusing on sustainability as a stand-alone concept, future campaigns promoting non-food waste should emphasise the link between nutrition and food waste," she said.
A more appropriate source of motivation? Health benefits
"People are often more motivated by personal health benefits than abstract environmental concerns, so presenting less waste as part of a healthy lifestyle may be more persuasive."
According to Dr. Nguyen, significant progress can be made in the fight against food waste by making meal planning, mindful shopping and proper food storage part of a balanced diet.
"Not only will this help households reduce the thousands of dollars they throw away each year due to food waste - a critical issue in the cost of living crisis - but it will also encourage healthier eating habits among Australians," she said.
"Ultimately, the key to a more sustainable food system may not just be choosing the right products, but how we handle, prepare and consume them."
Gender doesn't play a role, age does
The researchers used structural equation modelling to understand how different motivations influence behaviour. Nutrition-focused consumers were more likely to plan meals, check inventories before buying, and make detailed shopping lists. They also reported buying less food than they needed. These planning habits were strongly associated with lower food waste.
Sustainability-focused consumers, on the other hand, were more focused on buying local or organic products, but their behaviors did not manifest similar habits leading to reduced waste. The study also found that older people tended to waste less food, while income and gender had no significant effect.
Estimates have their limits
However, the study has some limitations. The data was based on respondents' self-assessments, which may not be entirely accurate, and focused on estimates of food waste in households in the Adelaide metropolitan area. To increase accuracy, the researchers used known reference points - such as standard household bins and kitchen bins - to help participants estimate waste.
This is one of the first studies to directly examine whether sustainability and nutrition values translate into different levels of food waste in households, and offers a new way to align climate goals with personal health - by focusing on food 'management' rather than just product brands.
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