Why do we waste food? In-depth interviews with consumers

Abstract

Although the food production is considered the biggest environmental impact, every year one-third of the global food supply is wasted. Through in-depth interviews with Croatian consumers, current study investigates their motivation to avoid food waste as well as behavioral obstacles. The findings classify eight predictors of dealing with food waste. Three categories were positively related to reducing, four categories represent barriers to the reduction of food waste, and one category is related to a certain lifestyle which can cause a food waste.