Understanding household food waste reduction behaviour: the role of individuals’ personal goals and their readiness for change

Purpose This study aimed to analyse the factors influencing household food waste reduction behaviour, considering consumers’ readiness for change. Design/methodology/approach A survey of 429 Brazilians was carried out at the beginning of 2024. The data were analysed using PLS-SEM and multi-group analysis. Findings Results highlighted the importance of procurement goals, approval goals and motivation in reducing FW. Procurement goals, attitude and subjective norms positively influenced motivation, but approval goals did not. Motivation positively influenced intention to reduce FW, negatively moderated by perceived behavioural control. The study identified four consumer groups based on involvement with FW reduction practices; this engagement moderated the relationships between the constructs. Research limitations/implications This study integrates the transtheoretical model and theory of reasoned goal pursuit in FW analysis, offering perspectives on sustainable consumption based on consumers’ willingness to change. It emphasises individual goals, social goals and motivation as behavioural determinants, addressing gaps in understanding the interaction between personal goals and FW reduction. The study also discusses the effect of perceived behavioural control, expanding the understanding of its effects on sustainable consumption. Practical implications The findings guide policy formulation to reduce FW, highlighting targeted interventions for different consumer profiles. Recommendations include standardising labels, encouraging corporate donations and implementing community initiatives to foster behavioural changes. Originality/value This research elucidates variables that influence FW reduction behaviour, identifying consumer profiles based on their readiness to adopt sustainable practices. We demonstrate how these determinants change from each profile. The study addresses gaps in knowledge about segmentation to develop personalised interventions, potentially increasing effectiveness in reducing FW.