Listen: the psychology of food waste in 2020

We are all trying to do our bit for the planet and 2020 has made us think even more about how we shop and how we deal with food waste especially during lockdown. New consumer research out today by Arla Cravendale shows how Brits have been ‘behaving’ in 2020 with regards to their shopping habits and food waste.

The psychological theory of ‘cognitive dissonance’ means when we do something we feel goes against our principles or moral beliefs, we feel uncomfortable.

This is dissonance.  We wish to feel more comfortable (assonance) so we try to do something to correct our behaviour.

Further to this, 85% of Brits are saying their current grocery habits will continue into 2021 and yet, 38% admit to buying too much purchasable food, which goes off quickly.  At the same time, 86% of Brits say they’d like to waste less.

Aston spoke to behaviour expert Corinne Sweet to discuss he research, our behaviours and advises how we can ‘consciously’ change our behaviours for the better.

Photo by Element5 Digital on Unsplash