Mottainai! A Practice Theoretical Analysis of Japanese Consumers' Food Waste Reduction
This study focuses on food waste and its reduction by describing and analyzing the food waste related everyday life of Japanese consumers through a practice theoretical lens. The research enables paying attention to the role of culture in sustainable consumer behavior, which is a largely unexplored area in previous food waste research. The methodological approach is qualitative and the empirical data of the study were generated through mobile ethnography. It combines elements from diary methods, multi sited ethnography, and digital ethnography, producing visual and textual data of the practices that the participants of the study considered meaningful. The analysis identifies materials, meanings, and competences of the practices related to food waste reduction. These practices were interlinked with five broader food related practices: planning, grocery shopping, cooking, eating, and handling surplus food. The findings reveal specific elements related to Japanese culture such as mottainai a concept used to express the regret of wasting something valuable. The study contributes to the literature on sustainable consumption by emphasizing the importance of identifying and understanding how culturally linked practices may support sustainable (or unsustainable) consumption.