The role that cultural values play in consumer approaches to food waste is the subject of a new study led by researchers from Durban University of Technology (DUT).
The study, Food for Thought: How Culture Shapes Intentions to Reduce Food Waste in South Africa, seeks to determine the behavioural and psychological drivers behind food waste in South African households.
Food waste reduction
It surveyed 529 South African consumers and identified several cultural drivers that influence food waste reduction behaviours. Among its key findings were that individuals who value long-term planning and future sustainability – those prone to ‘long-term orientation’ – are more likely to engage in food waste reduction.
Those with a ‘collectivist’ mindset, which prioritise community well-being over individual gain, were similarly prone to reduce food waste where possible, as did those with a high preference for structured environments, or who displayed high uncertainty avoidance.
At the same time, individuals that accepted hierarchical social structures – or ‘power distance’ – tended to feel less personal responsibility for reducing food waste.
‘A growing concern’
‘Food waste is a growing concern in South Africa, where an estimated 10 million tonnes of food is wasted annually,’ the authors state. ‘According to the study, households accounted for 61% of all food waste, making consumer behaviour a crucial factor in addressing this issue. With food insecurity still prevalent in many parts of the country, reducing household food waste could contribute to improved food distribution and sustainability.’
The researchers note that the findings offer ‘valuable insights’ for policymakers, marketers and sustainability advocates, calling for the development of food waste reduction campaigns built around cultural messaging that resonates with South African consumers’ values.
The study is a collaboration between Professor Wibke Heidig from Albstadt-Sigmaringen University of Applied Sciences, Germany, Professor Thomas Dobbelstein from DUT and the Baden-Württemberg Cooperative State University, Germany, and Professor Roger Mason from DUT’s Faculty of Management Sciences. It was published in Food Frontiers (2025). Read more here.
