Motivations and obstructions of minimizing suboptimal food waste in Chinese households

Rejection of suboptimal food plays an important role in food waste in households. To design an effective intervention strategy, it's pivotal to identify motivations and obstructions for consumers to minimize the rejection. This study aimed to identify the motivations and obstructions of minimizing suboptimal food waste in Chinese households. By using the method of grounded theory and based on in-depth interviews with 23 Chinese consumers, the motivations and obstructions of suboptimal food waste in the households are classified into four categories and ten sub-categories: suboptimal context (type of suboptimal food, and suboptimal levels), product characteristics (characteristics of suboptimal food), psychological consciousness (face concept, cognition of suboptimal food, values, negative mood), norms (special customs, social norms, religious beliefs). The results reveal that the relationship between psychological consciousness and the minimization of suboptimal food waste is moderated by suboptimal context, product characteristics and norms. Specifically, knowledge of the subop-timal food, values, social norms and religious beliefs motivate consumers to minimize the waste of suboptimal food in the households. While perceived risk, face concept, negative mood and special customs play an obstructive role. This study fills in the research gaps on the influencers of minimizing waste of suboptimal food in the households and particularly reveal the effects of face concept and special customs in the Chinese context. The research findings can provide a theoretical basis for future quantitative research and also for policymakers to formulate effective intervention policies to minimize suboptimal food waste in the households.