Understanding household food waste behaviours in Jordan: ethnographic research

Abstract

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>In Jordan, household food waste remains substantial despite limited research, data and policy interventions targeting its reduction. This study addresses the critical gap by exploring household behaviours towards food waste in the Jordanian context.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>The study employed a qualitative research paradigm by approaching ethnographic research to gain a clearer picture of the household behaviours related to food waste practices and routines of everyday life in Jordan. This study was conducted with 20 households across West and East Amman by carrying out four main methods: a survey, ethnographic observation, photovoice and semistructured interviews.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The study identified key factors influencing household food waste behaviours in Jordan, including generosity, religious beliefs, socioeconomic disparities and deficient planning practices. Generosity, rooted in cultural norms of hospitality, often led to over-preparation and waste, while religious values promoted restraint and ethical food handling. Socioeconomic differences between West and East Amman shaped purchasing habits and storage practices, with wealthier households exhibiting more materialistic behaviours. Single-person households faced unique challenges, including oversized packaging and reliance on external dining. These insights highlight the interplay between cultural, economic and practical factors in shaping food waste behaviours, suggesting targeted, context-sensitive interventions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The study’s findings are limited by the focus on urban areas of Amman, which may not fully represent broader Jordanian contexts, including rural regions. Reliance on self-reported data such as photovoice diaries and interviews introduces potential biases, including social desirability. The research predominantly examines cultural and socioeconomic drivers with less emphasis on environmental or policy-related factors. Future studies should include larger, more diverse samples, integrate objective data collection methods (e.g. waste audits) and explore the influence of governmental policies and infrastructure to provide a more holistic understanding of household food waste behaviours.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>The study provides actionable insights for reducing household food waste in Jordan. It highlights the need for public awareness campaigns promoting sustainable hospitality practices that respect cultural norms while reducing waste. Design interventions, such as workshops on meal planning and portion estimation, can address over-preparation linked to generosity. Policies encouraging affordable, portion-sized packaging and supporting efficient food storage are essential, especially in lower-income areas. Religious and cultural values, such as moderation and ethical food redistribution, should be integrated into sustainability initiatives. These measures can mitigate food waste while aligning with local traditions and socioeconomic contexts to enhance effectiveness.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study offers novel insights by introducing generosity as a cultural factor influencing household food waste in Jordan, a perspective largely unexplored in prior research. By examining the interplay between cultural norms, religious values and socioeconomic disparities, it enriches the understanding of food waste behaviours in a Middle Eastern context. The ethnographic approach, incorporating methods like photovoice and semi-structured interviews, provides a nuanced and participatory perspective. The findings emphasise the dual role of generosity in fostering hospitality and driving waste, offering valuable implications for culturally sensitive interventions to balance traditional practices with sustainable food consumption.</jats:p></jats:sec>