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Sorting out food waste behaviour: A survey on the motivators and barriers of self-reported amounts of food waste in households
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Households in Western countries are responsible for a large amount of food that is not consumed, but instead is wasted, which has large environmental impacts. To reduce this amount, we should understand the predictors of consumers' food waste. We conducted a large mail survey in Switzerland to investigate which determinants explain the self-reported amount of food waste in households. Determinants were taken from the theory of planned behaviour (TPB), as well as personal norms, knowledge, household planning habits and the good provider identity. Self-reported amounts of food waste were assessed for 11 food groups. The TPB determinants, together with the good provider identity, explained the amount of food waste well. Moreover, different predictors appeared relevant for waste in different food categories. To reduce food waste in households, interventions should focus on increasing consumers' perceived behavioural control over food waste and persuading them that they can be a good provider without wasting food.