Don't Blame Me! Using Neutralisation Theory to Understand Household Food Waste

Abstract

Wasted food has detrimental effects on the natural environment and on society. Although reducing food waste is seen as an ethical consumption behaviour, the influence of moral norms on food waste is still under debate and research has shown mixed results. To address this research gap, a temporal, extended norm activation model (NAM) is presented in this study, and it incorporates neutralization theory to explain how people negotiate moral issues. That is, individuals use several neutralization techniques to suppress their moral norms, which subsequently influence their intentions related to food waste. Partial least squares structural equation modeling (PLS-SEM) was used to analyse data from an online panel of UK consumers (n = 358). We found pathways between neutralisation techniques, moral norms and intentions towards avoiding food waste. The research shows that people use two neutralization techniques, “denial of responsibility” and “condemning the condemners” to dampen their moral norms, which further weaken their intentions to avoid food waste. Recommendations for policymakers and practitioners are made and de-neutralisation tools are identified, such as making people aware of their internal dialogues, ensuring greater accountability in food waste reduction pledges and providing workplace training.