Wasted Positive Intentions: The Role of Affection and Abundance on Household Food Waste |
| |
Authors: | Gustavo Porpino Brian Wansink Juracy Parente |
| |
Affiliation: | 1. Communications Secretariat, Brazilian Agriculture Research Corporation, Embrapa, Brazilgustavo.porpino@embrapa.br;3. Charles H. Dyson School of Applied Economics and Management, Cornell University, Ithaca, New York, USA;4. Marketing Department, Getúlio Vargas Foundation (FGV-EAESP), S?o Paulo, Brazil |
| |
Abstract: | This qualitative study, grounded theory oriented, identifies familial affection and preference for abundance as major drivers of wasted food in lower-middle income American families. These positive intentions provide an improved understanding of household food waste, a problem with high environmental impact and moral implications. Based on empirical data collected with twenty caregivers via in-depth interviews, observations, and analysis of photos, this study provides novel explanations, such as on how stockpiling comfort foods in abundance – a form of both boosting positive self-emotions and showing affection for kids – can promote more wasted food. Other antecedents identified include multiplicity of choices, convenience, procrastination and unplanned routines. In sum, this research identifies a negative outcome of affection and food abundance in the family context, while providing a theoretically relevant general framework to help understand the food waste phenomenon. Authors suggest increasing the awareness of nutritional gatekeepers through behavioral economics principles. |
| |
Keywords: | Food waste affection abundance low-income food consumption |
|
|