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So Why Do We Waste Food?

If knowing that the impacts that food waste entails is so severe, why do we still engage in our current consumption behaviours? The psychology behind food wastage can be explained by the Theory of Planned Behaviour 

The Theory of Planned Behaviour states that any behaviour carried out by an individual is dictated by their behavioural intent. To put simply, we engage in food wasting because we fail to  see a clear established link between our attitude and action. Our behavioural intent is influenced by our specific attitudes, which is the attitude towards the behaviour. It is also influenced by subjective norms, whether the important social others approves or disapproves of the behaviour, and lastly, our perceived behavioural control, which is if we believe we have the ability to engage in this behaviour.

Ajzen’s model of The Theory of Planned Behaviour sums up our food waste behaviour clearly. It seems upfront that strong internal barriers to actions deter us from engaging in positive food consumptive behaviours. Individuals is much more likely to minimise their food waste behaviour when we engage in a deliberative process of considering the 3 factors (attitude, norms and behavioural control). The adoption of a positive attitude towards food waste recycling, the approval of food waste recycling by our significant social others and the perceived knowledge and capability of ourselves integrates to form our behavioural intent in reducing food waste. A complete and detailed diagram below illustrates how food waste recycling can be achieved.

 

 

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