Slänga mat - är det okej? En kvalitativ studie om unga vuxnas intentioner och beteenden kring matsvinn i Upplands-Bro

Abstract

The amount of food that is wasted globally has significant economic, social, and environmental consequences. 54% of all food waste in the EU occurs at the household level therefore it is crucial to investigate individual behaviours and intentions towards food waste. This study explores the relationship between young adults' intentions and behaviours regarding food waste and their awareness of its connection to climate change. Utilising the Theory of Planned Behavior and its three components the research focuses on attitudes, subjective norms and perceived behavioural control, along with emotional factors such as guilt and shame. The qualitative design used in this study involved interviews with eight respondents. Findings indicate that while respondents generally held positive attitudes toward minimising food waste, this did not always translate into proactive behaviour. Subjective norms, influenced by family, played a significant role in shaping intentions and behaviours though many felt personal values held greater weight than external pressures. Respondents acknowledged a sense of control over their food waste behaviours, but this was often limited by social norms and structural barriers. Immediate concerns, such as financial savings, frequently motivated behaviours despite an awareness of food waste's climate impact. These insights highlight that knowledge about climate change alone is insufficient for driving meaningful behavioural change, suggesting that interventions must address both individual experiences and broader structural factors to effectively reduce food waste.