Wasted Positive Intentions: The Role of Affection and Abundance on Household Food Waste
Porpino, Gustavo, Brian Wansink, and Juracy Gomes Parente (2016), "Wasted Positive Intentions: The Role of Affection and Abundance on Household Food Waste," Journal of Food Products Marketing, 22:7. http://dx.doi.org/10.1080/10454446.2015.1121433.
22 Pages Posted: 19 Dec 2015 Last revised: 28 Apr 2017
Date Written: December 17, 2014
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 from twenty caregivers, via in-depth interviews, observations, and analysis of photos, this study provides fresh insights. One such insight is regarding how stockpiling comfort foods in abundance – a form of both boosting positive self-emotions and showing affection for kids – can promote greater food waste. 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. Authors suggest increasing the awareness of nutritional gatekeepers through the alignment of communications and behavioral economics principles.
Keywords: food waste, affection, abundance, low-income, food consumption
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