A groundbreaking study led by researchers from the Durban University of Technology (DUT) and international collaborators has revealed how cultural values influence the intentions of South Africans to reduce food waste. Titled “Food for Thought: How Culture Shapes Intentions to Reduce Food Waste in South Africa,” the research sheds light on the behavioural and psychological drivers behind food waste in South African households.
The study, published in Food Frontiers (2025), was conducted in collaboration between Professor Wibke Heidig, Albstadt-Sigmaringen University of Applied Sciences, Sigmaringen, Germany, Professor Thomas Dobbelstein, Honorary Research Professor at DUT and Chairperson of the DUT Business School and Professor from Baden-Württemberg Cooperative State University, Ravensburg, Germany; and Professor Roger Mason, from the Faculty of Management Sciences at DUT. Based on a survey of 529 South African consumers, the research highlighted the critical role that personal cultural values played in shaping attitudes and behaviours toward food waste reduction.
The study found that individuals who value long-term planning and future sustainability, a cultural trait known as long-term orientation, are significantly more likely to engage in food-saving behaviours. Conversely, those who accept power distance, or hierarchical social structures, tend to feel less personal responsibility for reducing food waste.
Another key finding was that people with high uncertainty avoidance, those who preferred structured environments, were more likely to engage in food waste reduction efforts. This suggested that when individuals perceived food waste as a controllable issue, they were more likely to take action.
In contrast, collectivist values, which emphasise community well-being over individual gain, were found to positively influence food waste reduction efforts. Individuals with stronger collectivist tendencies were more likely to feel a moral responsibility to minimise waste, aligning with social norms that discouraged wastefulness.
Food waste is a growing concern in South Africa, where an estimated 10 million tons of food is wasted annually. According to the study, households accounted for 61% of all food waste, making consumer behaviour a crucial factor in addressing this issue. With food insecurity still prevalent in many parts of the country, reducing household food waste could contribute to improved food distribution and sustainability.
The study’s authors emphasised that understanding the cultural motivations behind food waste behaviour was key to developing more effective awareness campaigns and policy interventions.
The research findings offered valuable insights for policymakers, marketers and sustainability advocates. Campaigns aimed at reducing food waste should consider cultural messaging that aligns with the values of South African consumers. Promoting food-saving habits as a collective community effort and emphasising the economic and environmental benefits of reducing waste can lead to a more meaningful and lasting impact.
Furthermore, businesses in the food industry can use these insights to develop marketing strategies that encourage more sustainable purchasing and consumption habits. Retailers, for example, could introduce incentives for consumers to buy only what they need, helping to curb excessive purchasing, which was one of the major contributors to food waste.
The study concludes that tackling food waste in South Africa requires a culturally informed approach that aligns with people’s values, beliefs and social norms. With further research and targeted interventions, South Africa can make significant strides towards reducing food waste and promoting sustainable consumption practices.
Pictured: Research sheds light on the behavioural and psychological drivers behind food waste in South African households.
Alan Khan
