To be ethical or to be good? The impact of 'Good Provider' and moral norms on food waste decisions in two countries

One-third of all food produced in the world is lost or wasted, which has negative consequences for societies and the environment. Thus, curbing food waste is critical to securing human well-being and protecting the environment. This study examines the drivers of household food waste decisions by investigating the activation and deactivation of moral norms and introducing the concept of the 'good provider' in an augmented norm-activation model (NAM). A survey of 643 consumers in Australia and Singapore explores the 'good provider' norm as a driver of food waste behaviours in both cultures. For Australians, 'good provider' norms suppress intentions to avoid food waste, most likely to provide for the immediate family, which can be a motive that overrides moral concern about food waste in an individualistic culture. For Singaporeans, 'good provider' norms do not suppress food waste intentions, possibly due to the value placed on thrift by a long-term-oriented culture. The paper significantly extends the previous research on norms, culture and sustainable consumption and provides policy and practical implications for curbing food waste in different cultural contexts.