Sustainable food consumption: Sustainability-conscious consumers do not reduce food waste but nutrition-conscious consumers do

Abstract

Consumer food choices are pivotal in shaping a sustainable food system. While research has extensively explored sustainable purchasing behaviours (e.g., choosing organic or local foods), less attention has been given to how these choices translate into consumption patterns and food waste. This study addresses this gap by examining the interplay between two key food choice drivers—nutrition and sustainability—and their impact on food waste reduction. Using survey data from 1030 participants and Partial Least Squares Structural Equation Modelling, the study tests two hypotheses: (1) whether nutrition-conscious consumers generate less food waste and (2) whether sustainability-conscious consumers do the same. Results show that nutrition-conscious consumers waste less food, partly due to better planning and shopping behaviours, while sustainability consciousness does not significantly reduce food waste. These findings highlight the need for integrated interventions that align sustainability goals with healthy eating habits to drive more effective food waste reduction.