Don’t let it go to waste: preventing and profiling household food waste

Food waste (FW) is an ongoing global issue with detrimental repercussions, which is receiving increased academic and managerial attention. However, the literature lacks theory-driven insights and consumer-tailored approaches, presenting contradicting findings. This study aims to understand household FW, examining drivers and barriers to its prevention. Drawing on data from 950 consumers, an extended model of the Theory of Planned Behaviour was applied, adding two new variables: moral norms and habits. Moreover, household segments were identified based on FW levels, sociodemographic and psychographic attributes. Findings show that habits, perceived control, moral and subjective norms play a significant role in reducing household FW, revealing an intention-behaviour gap. This research offers marketers crucial insights into household FW, particularly highlighting the need to target the ‘Oblivious Wasters’ and ‘Full House’ segments with behavioural change interventions. By understanding specific segments and addressing their distinct characteristics, marketers can develop more precise and impactful FW prevention strategies, maximizing efforts and resources.