How much do you like waste? The effect of waste aversion on food waste behaviour
Reducing food waste is one strategy to minimize the environmental footprint and handle the growing population in a sustainable way. Households account for the largest share of food waste, which points to a impactfull area for research. This research links, for the first time, waste aversion to household food waste behaviour. Waste aversion is a strong dislike towards unused utility, the waste of monetary assets or the environmental consequences of the disposal. Waste aversion is measured by conducting a survey at three supermarkets in Nijmegen, an average-sized city in the Netherlands. Several analyses are performed to measure the main effect. However, no direct effect between waste aversion and food waste is found. By analyzing this relationship in more detail, an indirect effect is observed. Waste aversion leads to an increase in consuming routines, which eventually leads to a decrease in food waste.
Faculteit der Managementwetenschappen