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

Share Proceeding

Featured papers

See More


Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

Read More


From a Culinary Phantasm to an Eudaimonic Well-Being : Exploring The Experience of Amateur Cooking Classes

Virginie Brégeon de Saint-Quentin, Ferrandi Paris, the french school of gastronomy
Ophélie Mugel, Chaire SDSC AgroParisTech, Université Paris Est

Read More


P3. Cash Costs You: The Pain of Holding

J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.