A Frugal Path Forward: Developing a Conceptual Framework for Sustainable Food Behaviours

ABSTRACT Food waste (FW) poses significant challenges to global food security, environmental sustainability and public health, necessitating multisectoral strategies for mitigation. Recent research identifies frugality as a key value orientation that influences sustainable food behaviours (SFBs), yet the absence of a robust theoretical framework has hindered a comprehensive understanding of its mechanisms and manifestations. Furthermore, fragmented conceptualisations of frugality in existing literature, where it is often examined as disparate constructs, have led to inconsistencies, miscommunication and inaccurate problem identification. This paper synthesises current research on frugality and SFBs to propose a unified theoretical framework that conceptualises frugality as a continuum, ranging from voluntary simplicity to extreme miserliness. It further introduces a frugal matrix, delineating four distinct frugal profiles that predict individuals' engagement with SFBs. The proposed framework integrates the principles of the circular economy, illustrating how different frugal profiles interact with the 5Rs of sustainability (refuse, reduce, reuse, recycle and rot) in relation to FW. With its structured approach to understanding frugality's role in SFBs, this framework has implications for individuals, businesses, policy development, consumer behaviour research and sustainability interventions. Future research can build upon this model to refine its applicability, expanding its relevance in global sustainability discourse. The starting point for this would be the development and validation of a measure of frugality that reflects the distinct frugal profiles and that can be used for research and intervention purposes.