Food Waste Attitudes and Nudges : A Study Based in Addis Ababa Ethiopia

Every year, one-third of all food produced for human consumption goes to waste (FAO) indicating food waste is an increasing global issue. Food waste is defined as a loss in food quantity or quality caused by decisions and actions taken by retailers, food service providers, and consumers (SOFA, 2019). It occurs at various supply chain stages, from production to consumer level. Food waste can vary significantly between countries and be influenced by cultural practices. This paper primarily aims to explore and understand the attitudes and behaviors of residents in Addis Ababa, Ethiopia regarding food waste. It also investigates the nudging techniques that would be more effective in shaping behaviors related to wastefulness concerning food that could have been saved from being wasted. This study bases its approach on the science of behavioral psychology and its relation to food waste. It accounts for the economic effect of food waste focusing on cultural and social beliefs and practices that would contribute to attitudes towards food waste. A mixed-methods approach was adopted, combining qualitative and quantitative data in the development of the survey. The survey was distributed among residents of Addis Ababa, Ethiopi,a and data was gathered by questioning their attitudes and reporting their behavior. This analysis aims to provide significant insights regarding waste behaviors among residents of an urban city in the continent of Africa and contribute to lessening the gap that is observed while searching for an understanding of behaviors related to sustainability. It examines the nudging techniques that could be implemented to reduce food waste and enhance environmental well-being.