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This report has integrated prior research into one theoretical framework in which the focus lies on the motivation, the abilities and the opportunities of consumers to prevent food waste while managing their household. Yet, because consumers often underestimate both the impact of food waste and the amount of food that they discard, and because consequences are neither imminent nor personal, food waste is unlikely to be a high priory goal for many people (van geffen et al., 2020).

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In section five we will elaborate on the factors that influence these behaviours and introduce a framework on consumer food waste, based on rothschild (1999) motivation, opportunities and abilities model. “…the moa framework explains consumer behavior using three classes of determinants In particular, the study explores how motivation, opportunity, and ability influence consumers’ readiness to engage in reducing, reusing, and recycling the technical components of food products.