Understanding consumer food decisions as the pathway towards a food-waste free world
(A2025-125793)

AUTHORS

Ilona de Hooge, Marketing and Consumer Behaviour group, Wageningen University; DAPHNE RIBBERS; Kristina Nadricka, Vrije Universiteit Amsterdam; Meike Morren, Vrije Universiteit Amsterdam

ABSTRACT

Humans’ use of natural resources exceeds our planetary boundaries (Steffen et al., 2015). Agricultural production ranks amongst the largest demanders of natural resources, yet one third of the world’s food production is wasted (FAO, 2019). Reducing food waste is thus one of the necessary world-wide actions for a more sustainable future (UN, 2022). Consumers play a crucial role, among others through purchase decisions (in stores) and consumption decisions (in households) (Aschemann-Witzel et al., 2015). Therefore, understanding how varied consumer behaviors lead to food waste is essential. We present such a multi-food-behavior approach, combining research on consumer purchase and consumption decisions, providing the first steps towards sustainable solutions. We first focus on how unexpected events in everyday life can influence consumers' tendencies to make precautionary purchases, potentially leading to increased food waste. Ribbers, Van Doorn, and Van Herpen (Just-in-Case Purchases: How Uncertainty Drives Food Waste Through the Fear Of Not Having Enough) present qualitative studies, surveys, and experiments, exploring the conditions under which uncertainty in meal planning triggers over-purchasing behaviors and waste, driven by the fear of not having enough. Then, Nadricka, Millet, and Aydinli (Responsible wastefulness: When wasting food boosts parental self-concept) examine the dynamics between food waste and consumers’ caregiving roles. Four studies demonstrate that parents may engage in food waste as an expression of care. Discarding still-edible, but unhealthy food intended for their children reinforces parent’s self-concept as responsible caregivers. These findings challenge the prevailing view of wastefulness as inherently irresponsible. Next, De Hooge and Khaluf (The future of suboptimal foods in society? Using agent-based modelling to understand consumer food decision dynamics concerning suboptimal products) shift towards one essential source of food waste: consumers’ rejection of suboptimal foods. Currently, suboptimal foods are wasted as consumers are unwilling to purchase these products. With agent-based modelling, they show that including suboptimal foods as regular stock in supermarkets can significantly affect consumer preferences, satisfaction, retailer switching and suboptimal food waste. Finally, Morren, Van Herpen, Nikravech, Speck, and Langen (Analysing Photos of Plate Leftovers using AI) move towards the issue of measuring household food leftovers. Measurement methods used in prior research have multiple issues. Based on two datasets (467 photos of leftovers from consumers and a validation sample of 93 expert photos), Morren et al. show how AI with multimodel large language models can both detect ingredients and estimate the quantity left on the plate with high precision. This results in a method that is easy to apply, low in effort, and provides excellent possibilities for up-scaling.