Food waste behavior and circular economy strategies using an empathy map and COM-B analysis of Romanian consumers

Abstract Escalating environmental crises and persistent food insecurity expose the limits of the food sector’s linear “take-make-use-dispose” model. This study explores how Romanian consumers view and act on food waste and how circular economy principles for food waste reduction can be effectively applied at the household level, identifying practical, easy-to-implement actions. Romania wastes approximately 5 million tonnes of food annually, hindering progress toward SDG 12 (Responsible Consumption and Production) and Target 12.3, while also worsening climate change, resource depletion, and social inequality. We adopt a qualitative approach that combines research and policy landscape mapping with semi-structured, one-to-one interviews, and analyze the data through the empathy-mapping lens (Think & Feel; See; Say & Do; Hear). To better understand behavioral drivers, we incorporated the COM-B model, providing a robust framework for identifying and addressing the psychological, social, and environmental enablers and barriers that influence consumer food waste behaviors. Findings show that Romanian consumers hold strong pro-resource and pro-social values, but convenience, cultural habits, and price sensitivity often override these ideals. Even so, an emerging sustainability consciousness creates opportunities for “low-hanging fruit” interventions, considered simple, affordable actions that participants are willing to try with proper support. The study questions the traditional linear economic model and shows that even small, easily implementable consumer actions can lead to significant improvements in food waste management. These insights offer a straightforward way to incorporate circular economy strategies, including food prevention, preservation, and valorization, into the food system.