Exploring Food Waste: the Role of Health Motivation

We propose that consumers’ intentions to eat healthy impact food waste. A field experiment measuring actual food waste and a household food waste diary study both consistently show that consumers with a higher degree of autonomous health motivation waste less food.


Marit Drijfhout, Jenny van Doorn, and Koert van Ittersum (2016) ,"Exploring Food Waste: the Role of Health Motivation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 729-729.


Marit Drijfhout, Research Master Student, Rijksuniversiteit Groningen, The Netherlands
Jenny van Doorn, Associate Professor of Marketing, Rijksuniversiteit Groningen, The Netherlands
Koert van Ittersum, Professor of Marketing and Consumer Well-Being, Rijksuniversiteit Groningen, The Netherlands


NA - Advances in Consumer Research Volume 44 | 2016

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