The cognitive-emotional loop: neutralizing food waste and resolving self-discrepancy in everyday life

Abstract

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While food waste has been widely studied, particularly from behavioral and social practice perspectives, important psychosocial mechanisms underlying household food waste remain underexplored. This study applies Self-Discrepancy and Neutralization theories to examine the attitude-behavior gap. Drawing on interviews and focus groups, we show how consumers rationalize wasteful behaviors through emotional and social justifications shaped by gender, age, and household dynamics. Our findings offer a novel perspective on how individuals navigate cognitive dissonance around food waste. These insights support more context-sensitive interventions to promote sustainable food practices and contribute to more equitable, resilient food systems beyond 2025.