ABSTRACT Cultural norms, traditions and values shape household food waste behaviours, but this perspective has received little attention. This article investigates household food waste from a cultural perspective and proposes a novel cautious-engage-creative framework based on diverse cultural community values. We conducted 18 focus groups with 151 respondents. Seven culturally focused food behaviour profiles were identified, including two segments reported by previous research: health-conscious consumers and time-poor consumers. Some of our findings echo the existing literature confirming the link between household size, a lack of cooking skills, convenience-seeking behaviour and food waste. We contribute by presenting five additional segments, specifically comfort eaters, family meal organisers, feasters, novices and snack junkies. We suggest targeted interventions under the cautious-engage-creative framework based on dominant behaviour characteristics within a segment. The findings suggest that the ‘cautious’ approach involves never shopping hungry, using food lists and boxes, considering hybrid meal plans for guests and experimenting with small packs of new foods. The ‘engage’ strategy focuses on learning food management skills and engaging children in food-related discussions. The ‘creative’ approach involves making healthy meals, including strategies to manage cravings, buying bulk and freezing food. Practical suggestions outlined within the framework present actionable steps for reducing food waste.
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