Decoding domestic food waste: exploring the role of emotions and consumer wisdom in an emerging market context

What the paper says

Purpose Domestic food waste (FW) is a global phenomenon with social, financial and environmental burdens. The purpose of this study is to investigate domestic FW using Dual Process Theory (DPT), focusing on the interplay between cognitive and affective processes in food routines and the transformative potential of consumer wisdom in promoting sustainable consumption in the under-explored Arab context. Design/methodology/approach This study uses an exploratory qualitative research design. This paper draws on semi-structured interviews with 34 Egyptian women responsible for domestic food-related routines. Non-probability convenience sampling was used to guide the selection of participants. The data transcripts were manually analyzed using thematic analysis based on an inductive approach. Findings Guilt emerged as the dominant emotion associated with FW. Planning, shopping and cooking are found to be largely driven by emotions and intuition, leading to FW. Activating reflective processes, represented by System 2 (S2) through consumer wisdom dimensions; perspective, responsibility, reasoning and sustainability, enables conscious sustainable routines and transforms guilt into a constructive motivator for FW reduction. Practical implications This study suggests various tactics targeting both rational and emotional interventions to reduce domestic FW. Policymakers, non-governmental organizations and marketers should leverage consumer wisdom, while cautiously using guilt appeals. Originality/value This study contributes to FW literature by offering novel insights into the emotional and cognitive mechanisms underlying domestic FW routines, through the lens of DPT. This study advances DPT by empathizing with fluid and dynamic feedback loop between intuitive and deliberative systems.