Exploring the use of behaviour change in the design of a mobile application for food waste reduction: considering users’ culture and life stage

Food production generates approximately 26% of all greenhouse gas emissions, yet one third of the food produced is wasted, domestic household waste being a major contributor. Research has investigated domestic food waste and some technological interventions have been developed. However, previous work has given little attention to what drives people to waste food in their specific cultural contexts and different life stages. In addition, previous technological interventions for food waste reduction have given little explicit attention to behaviour change theories in their development.
In this programme of research, an extensive literature review was conducted to establish a comprehensive foundation to understand food waste issues; this led to the development of a set of food waste statements which were refined throughout the research. Initially, two studies investigated individuals’ attitudes and practices around food consumption and waste, considering their Culture and Life stage. Participants were from three cultures: Arab, British, and Chinese, and at three life stages: university students, family members, older people. These studies showed that Overbuying food was the only High importance food waste driver for all individuals regardless of life stage, while Eating and socialising was also of High importance for family members.
The third study investigated the groupings of food waste issues and developed a statistically-based model of food waste drivers for British individuals. Then a low fidelity prototype for a multi-functional mobile app to support food waste reduction, WasteLess, was designed to explore the use of behaviour change theories. The fourth study evaluated the app with individuals from two cultures (Arab and British) and at the three life stages. It focused on three areas: likelihood of using WasteLess functionalities, Behaviour Change Wheel (BCW) interventions and persuasive technology techniques, and design issues. Checking and managing food at home was the most likely WasteLess function to be used, while Community aspects of food waste reduction was the least likely. Of the BCW interventions and persuasive technology techniques, Competition and Cooperation had low potential to support individuals compared to Enablement, Education, Personalization, Reduction, Tracking, and Reminder. In relation to design issues, clarity of information and visual representation, accuracy of information provided, and technological barriers were the main issues for potential users of the WasteLess app.